in celebration with the merc…that the merchant will not encounter multiple illustrations using this tone in a short time period. When you appear extremely excited too often, Shopify looks disingenuous. An extremely positive tone is used to join in celebration with the merchant — they should say to the merchant: these moments don’t come very often, so take a minute to congratulate yourself.
…er pose to use for every. single. illustration—we looked at the story each illustration is telling. Each illustration containing a beginning, middle and end; a build-up, a climax and a calm after the story arc is complete. Instead of defining how to illustrate each character, we defined the point in the story that is appropriate to the tone, and the movement, energy or stability associated with each.
…nted to land somewhere in the middle. We want a personality, but we don’t want to add to the chaos. An entrepreneur’s day is hectic enough, our neutral voice should be something stable, calming and informative, but with enough flexibility to join in celebration when necessary.