Grammar & Mechanics

Using correct grammar, syntax, and mechanics in the product improves clarity and increases user trust.

Capitalization

Use title case for titles and sentence case for sentences or shorter fragments/phrases.

Button Names

Use title case on buttons. Capitalize words with more than four letters. Use this title case generator (AP Style).

Do

“Check for Conflicts”

Don't

“Check for conflicts” or “Check For Conflicts”

Punctuation and Mechanics

  • Avoid slang, jargon, and cliches.
  • Ditch adverbs. More often than not, they aren’t necessarily as important as you think.
  • Use the Oxford comma. This list includes three items, two commas, and a period at the end.
  • Use active voice:
    • Active: Optimizely improved conversion rates.
    • Passive: Conversion rates were improved by Optimizely.
  • Use contractions! You’ll sound human, and not like a textbook.
  • Use one space after a period, not two.
  • Be prescriptive. Avoid "you can" or “you should” when describing steps in a process. If there are truly multiple options where the reader should make a decision, call that out explicitly: "Based on your configuration, decide whether..."
  • Spell out abbreviations and initials in first mention with the abbreviation or acronym in parentheses (unless well known). Use abbreviation/acronym thereafter.
  • Use exclamation points sparingly, and only in a congratulatory manner. Don’t use them for warnings or general declarations.

Ellipses

When it appears in the name of a button or a menu item, an ellipsis character (…) indicates to the user that additional information is required before the associated operation can be performed. Specifically, it prepares the user to expect the appearance of a window or dialog in which to make selections or enter information before the command executes. Because users expect instant action from buttons and menu items, it's especially important to prepare them for this alternate behavior by displaying the ellipsis character.