How to Write Error Messages That Don't Sound Like AI

Error messages are the truest test of brand voice.

When something goes wrong, how do you sound? Most products sound generic at best, robotic at worst.

The Generic Error Problem

"Oops, something went wrong. Please try again later."

"An error has occurred. If this problem persists, contact support."

"We're sorry, but we couldn't process your request."

These messages share common failures:

- Vague about what happened - Vague about what to do - Fake-friendly tone ("Oops") - No actual help

"Generic error messages waste the user's time and undermine trust. They're moments of friction presented without care."

The Structure of a Good Error

A good error message has three parts:

1. What happened: Specific and clear 2. Why it matters: If relevant (often implied) 3. What to do: Specific next step

Example: "That email address is already registered. Log in instead, or use a different email."

Three parts. One or two sentences. Actually helpful.

Nielsen Norman Group's research on error messages confirms this structure: "Users need to know what went wrong and how to fix it. Everything else is noise."

Voice in Error Messages

Error messages should match your brand voice.

A Sage brand states facts without apology: "That field is required. Add a username to continue." Direct. No emotional language. Clear action.

A Creator brand might add craft: "Your export is missing a title. Every export needs a name." Slightly warmer. Explains the why.

A Rebel brand might be blunt: "No email? No account. Simple." Short. Unapologetic. Distinctive.

"The voice stays consistent even when things go wrong. Especially when things go wrong."

The "Oops" Problem

"Oops" and similar attempts at friendliness backfire for most brands.

They're infantilizing. They suggest the error isn't serious (it often is to the user). They've been used so often they've become meaningless.

John Maeda, former Global Head of Computational Design at Automattic, wrote: "Fake casual in serious contexts reads as incompetent. Your 'oops' doesn't make me feel better. It makes me trust you less."

Unless your brand is explicitly playful (Jester archetype), skip the cutesy openers.

Common Error Message Failures

Too Vague

"An error occurred."

What error? Where? This message provides zero information.

Too Technical

"Error 500: Internal Server Exception."

The user doesn't care about your server. They care about their task.

Blame-Shifting

"Your request could not be processed."

Passive voice hides responsibility. Active voice takes it: "We couldn't process your request."

False Sympathy

"We're so sorry for the inconvenience."

No you're not. If you were sorry, you'd fix it. Until then, help them.

Error Messages Done Right

Form validation: "Add a password. At least 8 characters."

Specific. Actionable. No apologizing for having requirements.

Network failure: "Couldn't save. Check your connection and try again."

Diagnoses the likely cause. Suggests a fix.

Permission issue: "You don't have access to this file. Ask the owner to share it."

Clear about the problem. Clear about the solution.

Temporary problem: "Servers are busy. Your request is queued. Usually takes less than a minute."

Sets expectations. Provides a timeframe.

"Each message answers: What happened? What do I do? No fluff."

The Brand Voice Test

Take ten error messages from your product. Read them aloud.

Do they sound like the same brand as your marketing copy? Do they sound like a person or a system?

Error messages often slip through the brand review process. They get written by developers under pressure. They're treated as functional, not communicative.

But users see them. Users remember them. In frustrating moments, your error message might be the most-read copy in your product.

Stripe's error messages are famously good. They're specific, actionable, and never apologetic. When you hit a Stripe error, you know exactly what to do. That's not accident. It's intentional voice application.

Rewrite Your Worst Errors

Find your five worst error messages. Rewrite each with:

1. Specific description of what happened 2. Clear action the user should take 3. Your brand voice applied

Then replace them in the product.

"Small changes. Visible impact. Error messages are high-touch moments hidden in plain sight."

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Ready to improve your error messages? Try the Vox Animus demo to define voice rules you can apply everywhere.