Cueson guidelines
Voice and messaging
Principles for writing in the brand voice.
Governing principle
Make the language inside media directly addressable without discarding its original carrier.
Voice qualities
Qualities
- precise
- calm
- format-literate
- evidence-conscious
Lead with
- the caption content
- the source format and retained evidence
- the normalized Cue JSON result
Avoid
- claims that normalization replaces the source
- describing OCR output as authoritative
- AI transformation hype
- generic accessibility symbolism
Personality
Precise
Names the source format, timing, and derivation method
Avoid: Generic conversion claimsPreserving
Keeps the source and normalized view together
Avoid: Language that implies the original is discardedReadable
Makes caption content directly addressable
Avoid: Format syntax presented as the user benefitMeasured
Labels OCR and transcription as derived output
Avoid: Claims of perfect recoveryA ShruggieTech project