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Your design dictionary.

If you’re not a UI/UX designer and you found yourself starting to build products and websites with AI, it can be hard to describe exactly what you have in mind. You know what it looks like in your head, but you don’t have the vocabulary to verbalize it to your AI assistant. So we made it easier for you and put everything you need to know in a dictionary, so you can build the design of your dreams.

Content and voice

The words are part of the design. Tone, length and the small labels on buttons all shape how the site feels.

Vale & Co.WorkStudioJournalInquire

Nine chairs a month.Two people make them. When this month's nine are spoken for, the page says so, and the next batch opens on the first.The actual words. Written before the design where you can manage it, because the design is a container for them.

In a prompt“Use the copy provided; don't invent claims”

Tone of voice

The personality of the writing

Vale & Co.WorkStudioJournalInquire

The first thing anyone readsA chair you will keep for thirty years.Specific, concrete, and it says what the thing is. Eight words or so.If the headline could sit on a competitor's site unchanged, it is not finished.

In a prompt“Short headlines, under eight words”

Vale & Co.WorkStudioJournalInquire

Vale & Co.One plank, three days.Four or five words that travel with the name. Not the headline, and it rarely changes.

In a prompt“Tagline under the logo in the footer”

Vale & Co.WorkStudioJournalInquire

Furniture that outlasts the room it was bought for.One plankGrain runs throughMade to sizeYour room, not a codeThirty yearsIn writingWhat you get, why it is better, and who it is for — in a sentence a customer would repeat to a friend.

In a prompt“Value proposition in the hero”

Vale & Co.WorkStudioJournalInquire

Emailyou@example.comWe reply within two working days. Nothing else is ever sent here.Ask about a commissionNo obligation, and no sales call.The small words: labels, hints, empty states, the line under the button. They do most of the reassuring.

In a prompt“Friendly, specific microcopy”

Vale & Co.WorkStudioJournalInquire

SubmitvagueAsk about a commissionsays what happens

Name the thing that happens next. "Submit" and "Learn more" are what you write when nobody has decided.

In a prompt“Button labels start with a verb: Book a call”

Vale & Co.WorkStudioJournalInquire

What you getOne plank, so the grain runs through the whole piece.Any size, including the awkward ones.Thirty-year guarantee, in writing, transferable.Short paragraphs, real subheadings, and lists where there is a list.Almost nobody reads a page. They scan it, stop at something, and then read that.

In a prompt“Scannable sections, three sentences at most”

Vale & Co.WorkStudioJournalInquire

The last plankThe yard called in February to say the oak was gone. Not sold — gone, as in the mill had closed and the stock had been split between four buyers before anyone thought to ring us. We had eleven weeks of work booked against wood that no longer existed, and a customer in Antwerp who had already chosen a finish.Two thousand words, properly set. Worth doing when you actually have something to say.

In a prompt“Long-form article layout for insights”

Vale & Co.WorkStudioJournalInquire

★★★★★4.9 from 212 reviews“Four years on, it looks better than the day it arrived.”Hanna Dekker, UtrechtOther people, saying it. Names, numbers and faces beat adjectives every time.

In a prompt“Social proof only from real clients”

Vale & Co.WorkStudioJournalInquire

Lorem ipsum dolor sit ametConsectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore.A chair you will keep for thirty years.Hand-built in Rotterdam from one plank of European oak.The same layout, judged twice. Real words change what you think of the design.

In a prompt“No lorem ipsum; use realistic copy”