Clarity
- Use straightforward language to ensure users can quickly understand the content.
- Restrict jargon to company- and industry-specific language that is familiar to the target audience.
- Write UI text and microcopy in short, scannable segments that focus on maximum 3 concepts at a time.
Brevity
- Brevity is born of accuracy and clarity.
- Explain complex concepts using short, single-focus sentences.
- Communicate only essential details so users can focus on their own tasks.
Consistency
- Maintain consistent terminology and tone across similar products aimed at a similar audience.
- Use the same syntax patterns for similar types of content, like instructions and explanations.
- Format similar content following the same structure: properly recycling text is a feature, not a bug.
Simplicity
- Use active voice and calls to action to guide users through their tasks.
- Provide step-by-step instructions with clear visuals to guide and reassure users.
- Emphasise the results of user interactions in a neutral, direct language.
User-Centricity
- Focus on user needs, objectives, and perspective to communicate the results of their actions in neutral, direct language.
- Consider the challenges users might face to provide helpful information.
- Prioritize and group information with headings and subheads that structure content visually.
Interactivity
- Create engaging and interactive content that encourages user interaction and feedback.
- Tailor content to the user's needs and preferences. Use data and user feedback to provide relevant and customised experiences.
- Use visuals, examples, and scenarios to illustrate complex ideas.
Accessibility
- Use common words to ensure comprehension by ESL (English as a Second Language) speakers, unless industry-specific vocabulary is necessary.
- Explore our Design principles section to make sure design and writing align with the Web Content Accessibility Guidelines (WCAG) international standard.
- Follow the WCAG's best practices as summarised in our Writing for Web Accessibility section.