26 Do not Incorrect copy Man cannot live on vibes alone.It ’s tempting to optimize for impact by using evocative, witty language —especially in places wit h limited real estate. But t his is a mistake, especially wit h B2B customers who aren’ t all young, coastal urbanites. Avoid language t hat solely captures a mood, energy, or feeling. Bolt it better. You want it? You got it. Easy, breezy, boltiful. Introduction Strategy Logo Color Typography Ar t Direction Illustration Iconography Expressions Components Motion Contact Tone of Voice