Grammar and Mechanics

Grammatical rules complement your brand identity and influence how easily people use and recognize your product.

Establish some 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 of the most common patterns. See what makes sense for your brand and establish it as a rule (you can always iterate).
Google example
  • Define punctuation - Maybe you don’t want any end punctuation or maybe exclamation and question marks help your tone and voice. Decide if, and when, your sentences should include it.
Mailchimp example
  • Standardize dates & times - Inconsistent formatting sends the message that two experiences are not connected, perhaps not even the same app. Pick a method and standardize it.
Shopify example

Make simplicity a requirement

Reduce the potential for confusion or users skipping your content altogether. Whether you limit character counts, lines of text, or decide on a set reading level, find a way to keep your copy short.

Mailchimp example
Intuit example
Mozilla example

Additional considerations

When you picking different rules, consider a few key points:

  • What will be easier for the user to understand?
  • Will users with disabilities be affected disproportionately?
  • Do you anticipate any language barriers?

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