Tone of voice

Zoner Studio is the tool for photographers who want to create beautiful and realistic photos more conveniently and for less money than with competing tools.

Zoner Studio is software that allows you to edit photos and videos, retouch, sort, do more advanced graphic editing, archive photos to the cloud, or print photos and photo objects directly from the program.

It is a Czech software that is sold worldwide. The Czech headquarters in Brno handles sales in all countries except Slovakia, which has its own headquarters. We keep up with the top in the industry and regularly push the program forward.

Our customers are most often Generation Xers and older millennials who see the sense in using mirrorless or DSLR cameras, edit photos on Windows PCs and are dedicated to shooting their hobbies, portraits, landscape photography, their subjects, street photography or event photojournalism.

We have described our target groups in more detail in our brand manual, which is available to employees and to others on request.

◾ We know everything. We really always know our sw. And when we don't, our colleagues in support or development know.

◾ We always speak respectfully.

◾ We're warm, we're one of you. We're never rewarded, we're never condescending, we're not smart.

◾ We invite people to interact. How did you do that? Show off in the comments. What's your favorite edit? And on and on and on.

◾ We write about how our language has grown. Like a polite next-door neighbor.

◾ We never swear.

◾ We like to use light humour with a touch of DIY or cimrmancy. But we mustn't offend anyone.

◾ We speak the language of the 21st century. We never use transitives, we avoid the conjunction -li (if it doesn't rain, we won't get wet), we don't use: be, since, therefore, may, let, which, here.

◾ We write in simple sentences that we can never get tangled up in.

◾ We use technical terms, but always explain them in parentheses or text. For example: metadata (information about photos), chromatic aberration (colour defect in the lens), etc.

◾ We do not use political, racial, gender or religious themes. Zoner Studio is apolitical. Minding our own business.

◾ We don't shout, i.e. without exclamation marks, unless absolutely necessary (e.g. in the title of an email where there are quotes - Buch! and so on).

Instead of: today Pepa will explain how to get to millions in ZS.

We'll use: Josef, the Zoner Studio cryptocurrency expert, will explain how to make millions in Zoner Studio today.

In spoken language (e.g. video) we will use: Hi, I'm Vendy and today I'm going to introduce you to ...

And there will be a caption on the screen saying name + position.

Order and clarity – keep your photos under control
The Manager is the place where your photos begin their journey. It serves for importing, browsing, sorting, and organizing.

Basic edits quickly, clearly, and non-destructively
This is where a photo gains its expression – light, contrast, colors. The Develop module is primarily used for editing RAW and JPG images with an emphasis on speed, simplicity, and high output quality.

Creative editing in layers
The Editor is the place where you fully unleash your creativity with photos. It offers space for creation, composition, retouching, and additional effects – everything in layers.

From photos on paper to books and gifts
The Print module provides a convenient way to create printed materials and photo products directly from within Zoner Studio. Ideal for family memories, portfolio presentations, or original gifts.

◾ We write short paragraphs of up to 3 or 5 lines.

◾ We always write headings and subject headings without periods, the exception may be a sentence with a question mark or exclamation point (Already have Zoner Studio? We've got it for you)

◾ We do not use capitals except for the company name and the abbreviation Zoner Studio

◾ We tend not to use exclamation points, only if it makes sense in the context of a specific communication, not in a CTA (call-to-action) and never in the subject line

◾ The CTA button always describes what happens when I click it (e.g. where it directs me or what I should do (Order / Go to website / Show photo objects)

◾ If the price of the product after discount is mentioned in the text, always mention the original price and if possible the percentage discount (50% discount US$59 US$39)

◾ Action verbs are not a requirement, but are useful for emphasizing action. In pictures they can be shorter (Buy) in text they can be longer (Buy at a great price for grandma).

◾ catchy (clickbait) headline

◾ headline should be 55 - 60 characters

◾ contain at least 1 keyword

◾ the article contains a pericope summarizing the most interesting points

◾ divide the text into clear, short paragraphs

◾ intersperse relevant headings that are anchors for the eye

◾ caption images and use keywords

◾ mention the author

◾ link appropriately to other articles on the site

It should be clear to the reader/recipient what happens when they click the button. The button must therefore always contain one of the items:

◾ a specific offer (Download Zoner Studio)

◾ the location to which it refers (Explore photo objects).

Instead of the infinitives Download, Buy, Order - use the prompts Download, Buy, Order.

◾ without exclamation marks

◾ max 1 emoji

◾ no capitals (turn off CAPS LOCK)

◾ can be a question or an offer (Have you already...? 30% discount on Zoner Studio)

◾ roughly up to 50 characters

In emails and written communication:

Dear photographers,

We no longer use the term friends of photography. It doesn't make sense. In personal contact we say hello, but use first name:

Hello, Pavel, ...

How do you do, Jiri?

We don't use a capital V when we say hello. Never. Only if we're writing to the president or the queen. e?

We share with the recipient the passion and joy of using Zoner Studio. It really makes us feel good that he writes to us.

Hello, Paul,

it's really great how you handled that. We've been looking at it with our development colleagues and we might recommend tweaking it with staples and spaghetti. You can find those here. etc. etc. etc.me after the address?