voice + tone· chapter 02 · OFF-WHITE 3% rule
quoted on marketing · bare in product
inherited capital-markets nouns get literal quotation marks on marketing surfaces only. product UI uses bare words — quoted forms read as ironic on top of real order tickets and create regulatory risk.
as of
01 · off-white3% rulequoted vs bare
every inherited noun is double-life · marketing wraps it in literal quotes; product never does.
| where | noun | form |
|---|---|---|
| marketing | ORDER | "ORDER" |
| marketing | POSITION | "POSITION" |
| marketing | RISK | "RISK" |
| marketing | FILL | "FILL" |
| marketing | PORTFOLIO | "PORTFOLIO" |
| marketing | MARKET | "MARKET" |
| marketing | LEVERAGE | "LEVERAGE" |
| marketing | TRADE | "TRADE" |
| marketing | ALPHA | "ALPHA" |
| marketing | EDGE | "EDGE" |
| product | ORDER | ORDER (bare) |
| product | POSITION | POSITION (bare) |
| product | RISK | RISK (bare) |
| product | FILL | FILL (bare) |
enforcement
scripts/check-quotation-rule.mjs walks every product surface file at ci time. quoted inherited nouns inside product paths fail the build.as of
02 · rewritelive graderpaste any line · the rewrite tester scores it
the grader checks for hype words, regulated claims, and unsupported numerics. failing copy is rewritten on the spot.
grade · —0 / 100
samples ·
as of
03 · copy lintergrader on canonical stringsevery brand string graded · A/B/C/F · live
the linter below grades a set of canonical brand sentences against the same gradeSentence() ci runs against `apps/cockpit/copy/*.json`. F or any banned-word flag fails the merge.
grading…
as of
04 · bannedforbidden in product UIquoted nouns must not appear inside product paths
ten phrases · zero exceptions.
"ORDER""POSITION""RISK""FILL""PORTFOLIO""MARKET""LEVERAGE""TRADE""ALPHA""EDGE"
why
on a real order ticket, “FILL” reads as ironic commentary on the fill — which on a regulated venue could be construed as editorializing trading state. the bare word is unambiguous.