Quick reference

Capitalisation

By default, use sentence case.
When using sentence case, you should capitalise:

• The initial letter of the first word of a sentence or phrase
• Names of brands, organisations, trademarked products and services
• Proper nouns

Only use title case for:

• Page titles and tab titles
• Headings H1 and H2

When using title case:

• Capitalise the initial letter of the main words (words in four letters or more)
• Capitalise proper nouns
• Do NOT capitalise (unless first or last word) articles, prepositions, conjunctions in three letters

Profession Names & Titles

• Capitalise formal titles that directly precede the person's name: Chief Engineer John Smith
• Do NOT capitalise titles used generically or descriptively after a name: John Smith, the chief engineer

All Caps: No.

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Punctuation

Key Principles

• Scannability, clarity, and readability hold priority over rigid rules in unclear situations.
• Single phrases don't wear punctuation unless they socialise to form a complete sentence.
• Oxford commas make everything easier, clearer, and sexier.
• Contractions speak volumes, and louder, when they are absent than when actually used.

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EU English

EU English adheres to most UK spelling conventions:
Words ending in -our
Use EU English spelling -our: behaviour, colour, favour, honour, humour
Words ending in -re
Use EU English spelling -re: centre, fibre, litre, metre, theatre
Nouns in -ce with verbs in -se

• Noun: -ce (licence, practice, advice)
• Verb: -se (to license, to practise, to advise)

Words ending in -ise / -isation
Use EU English spellings: organise, analyse, realise; specialisation, organisation
Avoid American English spellings: -ize, -ization
Programme vs Program

• Programme (noun): The government launched a new energy efficiency programme.
• Program (verb): She will program the device. (Only for CS/IT contexts)

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Numbers, Dates & Time

Prose Numbers

Numerals

• Spell out numbers one to nine
• Use figures for 10 and above
• Use figures for units, percentages, page numbers, decimals, ranges

Decimal: Use comma (,): 4,2

Thousands: Use non-breaking space: 100 000 000

Percentages: Use % symbol with non-breaking space: 20 %

Date Format

• Day Month Year without comma: 6 January 2025
• DD.MM.YYYY without leading zeros: 6.1.2025
• Financial years with slash: 2023/2024
• Ranges: 2020–2022, 2020-2022, from 2020 to 2022

Time Format

• 24-hour system with colon: 14:00, 09:3

Currencies

• ISO code for legal/financial: EUR 25 007 483
• Symbol for graphics/informal UI: €500
• Spell out for narrative: This costs 100 euro.

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Lists

Lists of short items (phrases):

• have an introductory colon,
• start items with lower case,
• either end with no punctuation or with a comma,
• close with a full stop.

Lists where each item completes the intro:

• begin with an introductory colon;
• start each item with lower case;
• end each item with a semicolon;
• close the list with a full stop.

Lists with complete sentences:

• Do not use a colon to introduce (use a full stop).
• Label each item appropriately.
• Start each item with a capital letter.
• End each sentence and item with a full stop.

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Microcopy Essentials

Core Principles:

• Shorter is better
• Use simple, direct language
• Provide enough context for clarity
• Use only necessary punctuation
• Use sentence case for labels and instructions

Key Guidelines:

• Acronyms: Spell out on first use (unless widely known like EU)
• Numbers: Use numerals for 10 and above
• Units: Use standard symbols (MW, kV) without full stops
• Hyperlinks: Use meaningful link text (avoid "click here")
• CTAs: Use strong action verbs (Save changes, Download report)

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UX Writing Principles

7 Core Principles:

1. Clarity - Use straightforward language
2. Brevity - Communicate only essential details
3. Consistency - Maintain consistent terminology and tone
4. Simplicity - Use active voice and clear CTAs
5. User-Centricity - Focus on user needs and perspective
6. Interactivity - Create engaging, interactive content
7. Accessibility - Use common words for ESL speakers

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Voice & Tone

Elia Group's Voice Characteristics:

1. Trustworthy and transparent
2. High-performing and competent
3. Forward-looking and innovative
4. Dependable and collaborative
5. Societal and pedagogical

Tone varies by context, audience, and medium, but always aligns with the brand's identity and voice.

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Accessibility

7 WCAG Tips:

1. Create informative and unique page titles
2. Outline and summarise with headings
3. Make link text meaningful
4. Write image alt text
5. Add transcripts and captions to media
6. Provide step-by-step instructions
7. Keep content clear and concise

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UI Components

Core Principles:

• Use strong, action-oriented verbs for actions
• Keep text short and clear
• Use sentence case by default
• Be concise and actionable
• Omit unnecessary words

By Component Type:
Actions (Buttons, CTAs)

• Start with action verbs (Save, Delete, Download)
• Maximum 3 words, no periods
• No "please" or "click here"
• Example: Save changes

Navigation (Breadcrumbs, Tabs, Menus)

• Concise labels, sentence case
• Use single words when possible
• No articles (the, a, an)
• Example: Settings

Form Inputs (Text, Select, Date)

• Clear labels with helper text when needed
• State requirements in parentheses
• No instructional language in labels
• Example: Password (8-16 characters)

Feedback (Alerts, Badges, Loaders)

• Brief, actionable messages
• State problem clearly with next steps
• Keep under 2 sentences
• Example: Incorrect data. Please review entry format.

Overlays (Dialogs, Tooltips, Popovers)

• Clear, concise titles
• Short phrases without periods
• Action buttons match the action
• Example: Delete file? [Delete]

Data Display (Tables, Grids)

• Clear, concise column headers
• Maximum 3 words per header
• Use sentence case
• Example: Project name