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Principle — the full vocabulary
Recorded vocabulary snapshot. This page is generated from a saved database extract, not a live connection. Rebuilding the site does not refresh its measurements. Draft wording comes from review notes; check recorded decisions for approved meaning. Stored values alone do not prove current prompt or filter behavior.
There are 21 registered values and nothing in use outside them.
Where it is stored: content_principle.principle — 0 rows carry a value.
Worth knowing: Also recorded against a brand rather than a piece.
What this describes
— no definition written yet.
The values
| Value | Stored as | In use | Recorded wording |
|---|---|---|---|
| Charming | charming | — | Warmth and wit that make the brand likeable |
| Effortless | effortless | — | Feels smooth, easy, frictionless |
| Instant | instant | — | Immediate, ready, responsive |
| Clear | clear | — | Legible and honest; communicates state plainly |
| Guided | guided | — | Orients the user through multi-step journeys |
| Characterful | characterful | — | Ownable, tuned, alive — a distinct personality |
| Human | human | — | Authentic, relatable, people-first |
| Modern | modern | — | Contemporary, current, premium |
| Optimistic | optimistic | — | Positive, uplifting outlook |
| Unexpected | unexpected | — | Surprising; breaks the cliché |
| Crafted | crafted | — | Made with care, texture, intention |
| Confident | confident | — | Assured, decisive, self-possessed |
| Disruptive | disruptive | — | Challenges the category; bold rule-breaking |
| Audacious | audacious | — | Daring, fearless, attention-commanding |
| Irreverent | irreverent | — | Playful rule-bending; anti-corporate |
| Premium | premium | — | Refined, elevated quality |
| Warm | warm | — | Friendly, inviting, emotionally close |
| Refined | refined | — | Polished, precise, understated quality |
| Urgent | urgent | — | Forward momentum; drive and energy of now |
| Joyful | joyful | — | Delight and positive emotion |
| Momentum | momentum | — | Sustained forward progress; drive toward what comes next (replaces the dropped 'upward') |
Registered, never used
21 of the 21 registered values have never been written to a row. For a young axis that is expected; for an old one it is a question worth asking.
charming, effortless, instant, clear, guided, characterful, human, modern, optimistic, unexpected, crafted, confident, disruptive, audacious, irreverent, premium, warm, refined, urgent, joyful, momentum
How complete this page is
Of 21 registered values, 21 carry a written definition (100%) and 0 carry tagging rules (0%). These counts are calculated from the saved database extract. They describe that snapshot, not a fresh database check.
Where to look next
- What this is FOR, in plain language — the Content chapter.
- Every other vocabulary — the vocabulary index.
- What is still undecided about it — the open questions.
- The exact tables and columns — the data reference.