informative wins over concise. add the extra words if it helps the user understand what is going on. e.g. of this is the extra detail scale gives for the NAME field. fishermen are inquistive by nature so give them the info.
do not use vague jargon, especially inside common components.
for content that is not vital to complete core actions (like empty states) it is okay to have a little fun. scale is not super-serious, yet they do not seek a laugh at the expense of a race, color, religion, sex, sexual orientation, gender identity and/or expression, marital status, age, national origin, citizenship status, disability, genetic information, military or veteran status