Lens could be a camera app. Kept could be a journal. Plain could be a text editor.
A name can give a product character, but it cannot carry the whole explanation. The small sentence beside it has a practical job: help somebody understand what they would be opening.
Lens is a hidden-object game set in a linocut market. Kept, which is still in Labs, is being built to track receipt return dates and warranties. Plain, also in development, is intended to explain what an official letter asks you to do.
Once those sentences are there, the names have something to attach to. Before that, they are invitations to guess.
Start with what the person can do
It is easy to describe a product from the inside. We know the technique, the architecture and the effort behind it. We want the description to reflect that work.
The person arriving at the page usually has a different question. Can I read this document on my phone? Is this a game I can play here? Will this help me find the files taking up space on my computer?
A useful description meets them there. The engineering can have its own explanation further down the page, for someone who wants to understand it. It does not have to stand in the doorway.
This matters especially now that AI can become a label for almost any sort of software. Saying that a product uses AI explains very little about the job it will do. It also leaves the reader to guess where their information goes and how much trust to place in the result.
Small claims are easier to keep
Every adjective adds to the promise. “Instant” is a claim about time. “Private” is a claim about information. “Free” is a claim about what happens when someone starts using the product.
Those words need an explanation behind them. If an application works on the device, say which work happens there. If it contains ads, say when they appear. If a product is still being built, say that where a download button would otherwise be.
There is no benefit in attracting somebody through an expectation the software will immediately disappoint.
A shared voice, with room for character
Our games can sound playful. A prayer app calls for a more respectful register. A disk-cleaning tool needs to be especially clear about what an action will affect.
They can all sound as if they come from Partech. We can use ordinary words, name the action and keep the explanation close to the control. We can prefer a direct sentence to a claim about transformation. We can make the price and the product’s stage easy to find.
That common language is a form of hospitality. It lets a person decide whether to stay, with enough information and without a sales pitch getting in the way.