Grammar and Mechanics
Language rules complement brand identity and influence how easily people can use and recognize your product.
Establish your basics
You don’t need to know what is right, but rather which rules best support your brand. Here are a few considerations that go a long way:
- Choose a capitalization style. “Sentence case” and “Title Case” are two common patterns. See what makes sense for your brand and establish it as a rule (you can always iterate).
- Define punctuation. Maybe you only use periods, or maybe exclamation and question marks help your tone and voice. Decide if, and when, your sentences should include it.
- Standardize dates & times. Inconsistent formatting sends the message that two experiences are not connected, perhaps not even the same brand.Pick a method and standardize it.
Prioritize simplicity
Whether you limit character counts, lines of text, or decide on a set reading level, find a way to keep copy short or you risk users skipping it altogether.
Additional considerations
[note: should be you're or you are?]
- What is easiest for our user to understand?
- Will users with disabilities be affected disproportionately?
- Do you anticipate any language barriers?