Voice definition on four 404 error pages
Errors, while undesirable, are inevitable. Therefore it is best to be prepared to communicate them with messages which are appropriate to the voice of the company and the tone of the situation.
In this instance, I have created 404 error messages from four companies in different industries. Each of them reflects the unique voice of a company.
Table of contents
Spanish
Language
If she were an animal she would be a Labrador puppy. It is dynamic, funny and has lots of energy.
Voice
The archetype of the Innocent according to Jung. It is creative, fresh, but very familiar. Would never mean any harm to the user.
Archetype
Title
"We have searched 404 times... and we haven't found this page".
On this website, due to its playful nature, we can include a relaxed message, with some humor and puns, even including visuals such as a ghost with a magnifying glass next to the text.
We seek to inform the user of what has happened, not to alarm them.
Paragraph
"Don't panic, it's not a Game Over, there are still many more games waiting for you".
We keep the sense of humor and the conversational message while inviting the user to visit other pages of the website. This way we prevent them from leaving out of frustration.
CTA
"See more games".
Alongside the action proposed in the paragraph, it offers the user an option to continue playing. It is a short text, only 3 words, but they are enough for them to understand what will happen when they click on it.
They are also given the option to exit the page, if they wish, by clicking on the X in the top corner.
Tech company
If it were an animal it'd be a chimpanzee. It's creative, modern, fresh, intelligent, irreverent, different and is not afraid of standing out.
Voice
The archetype of the Rebel according to Jung, is innovative, non-conformist, and ambitious.
Archetype
Title
"This page is more clueless than you would be with a Nokia 5110".
Being a rebellious, irreverent and modern tech site, it can afford to include a disruptive message, using humour to challenge the user and joke about old-fashioned technology.
Paragraph
"You can't do anything about this page, but if you want to upgrade your phone, take a look at our new mobile selection".
Continuing the message driven in the title (and the joke), the paragraph invites the user to visit the e-commerce pages and see the new mobiles.
It also clarifies to the user that the error is out of their hands, but rather beyond their responsibility.
CTA
"View mobile phones".
To top off the action proposed in all the texts on the page, it invites them in a distinct way to check out other mobile phones.
Also, more subtly, in the top right-hand corner, there is an option to exit the page, if they wish to do so.
Law firm
If it were an animal it would be a wolf. He is wise, intelligent, at times is could be seen as condescending.
Voice
The Jungian archetype of the Ruler is in control because of their extensive knowledge, being analytical, rigorous, traditional, formal and seeking the improvement of their community, even if they are authoritarian at times.
Archetype
Title
"Error 404: We could not find this page".
This website has a more analytical and pragmatic identity, so the message is very simple and direct.
With the second person plural it makes it clear to the user that the problem is on the website, it is not their responsibility.
Paragraph
" You can either go back to our home page or contact us for consultation on what you need".
It provides, in a very simple and formal way, two options, which act as a foreword to the CTAs: you can contact the experts directly (here you can see the condescending point of their identity), or they can return to the home page.
CTA
In this case there are two CTAs:
A main one: "Contact", which reinforces the message of the paragraph.
And a secondary action: "Home", which replaces the top X on the other screens, but still offers the user an way out.
NGO
If it were an animal, it would be a pig. It's helpful, brave and very humble.
Voice
The Caregiver archetype according to Jung, is empathetic, flexible, inclusive and a spirited fighter. They will do anything for a righteous cause.
Archetype
Title
"We're sorry, at the moment we can't find this page".
Reinforcing its empathetic and humble identity, the message begins by apologising and accepting the situation with transparency.
Paragraph
"Help more than 400, thousand refugee children by making a donation".
In the paragraph the NGO shows its fighting nature, motivating the user to make a donation, giving visibility to one of their causes and even connecting the numbers in a nod to the error message. In this world everything is connected for them.
CTA
"Make a donation".
The CTA is supported by a form where the user can directly choose the amount they want to donate. The aim is to make donation as easy as possible.
And in case they want to go back, there is an x in the top corner.
