Writing Style Guidelines

Overview

UX teams are often responsible for writing microcopy that appears in websites, apps or other digital channels to help users navigate a product. Microcopy refers to the smallest pieces of text on a page.

Examples of microcopy include alerts, errors, notifications, button labels, input field labels, help text, instructional text, and other informative messages. Microcopy can have a big impact on the overall user experience.

To keep a consistent writing style, businesses generally adopt a style manual that tells writers how to handle grammar, punctuation and special use cases. Most businesses use the AP Stylebook or the Chicago Manual of Style. For the UX team, the AP Stylebook will be the primary point of reference (this is mostly relevant when considering capitalization rules).

Write for All Readers

• Use plain language (i.e., simple, commonly used words).
• Choose short words over long words when possible.
• Avoid industry jargon, slang, or highly technical terms.
• Aim for an 8th grade reading level when there is a broad audience.

Be Concise

• Use concise sentences with as few words as possible, while still providing enough context.
• Avoid redundant words and phrases.
• Remove unneeded prepositions and adjectives.

Be Consistent

• Use the same words and phrases when referring to the same thing.
  • For example, don’t use the words “item” and “product” in the same message. Choose one of these words and use that same word if it is referred to more than once.
• Make sure messages across an entire flow use the same words and verb tenses.
• Be consistent with tone.

Follow the Writing Process

It’s important to follow the writing process, even for simple messages. This will help you craft your message effectively and avoid common mistakes that may lead to confusion or lack of engagement.

Plan

• Consider your audience. Always try to look at the message through the reader’s eyes.
• What information does your audience need or want to know?
• What words will best communicate this information to them?
• What should they know if something goes wrong?

Write

• If you plan first, you’ll spend the least amount of your time actually writing.
• Keep things specific but concise.
• Keep a couple versions of your message if you aren’t sure which is best, so that you can revisit them later.

Revise

• After you write your message, step away for at least 10 minutes, then come back and read it again. This will help you identify gaps or errors.
• Consider having a colleague review and provide feedback.
• If needed, do some quick user testing to ensure that users understand the message.

Write in Plain Language

When messages are written in plain language, they should be clear and straightforward, targeted at the appropriate reading level, and free of jargon, wordiness, and clichés.

How To Write in Plain Language:

• Use basic, commonly used words.
• Choose short words over long words where possible.
• Avoid industry jargon or slang terms.
• Use short, concise sentences.

More About Readability Levels
​​When writing web content for a broad audience, it is generally recommended to aim for an 8th grade reading level (Flesch-Kincaid Reading Ease score of 70.0 – 60.0). Readability is rated based on syllables and sentence length, and there are several formulas that can be used to provide a readability rating. If you’d like to learn more about readability, some additional resources are provided below.

Readability Resources:

• Readability Test Tool (Use the “Enter Text” tab to check small pieces of text.)
• Lower-Literacy Users: Writing for a Broad Consumer Audience
• Flesch–Kincaid Readability Tests | Wikipedia

References:

• Plain Language Is for Everyone, Even Experts | NNG

Write Positively

For a better user experience, describe what the user can do instead of what the user can’t do.

Avoid Negative Words and Phrasing Such As:

• No, not, can’t, don’t, avoid, wrong, etc.
• Doubtful or uncertain words (e.g., hope, if, maybe, etc.)

✅ Do	🚫 Do Not
I want to see product recommendations from Costco.com.	I don’t want to see product recommendations from Costco.com.
Add $10.50 More to Qualify for Free Delivery	Add $10.50 More to Avoid a Delivery Fee

Use Active Voice

Use active voice whenever possible. Active voice is when the subject performs the action (“you” is often implied). Passive voice is when the subject receives the action. Active voice is more direct and concise, and makes sentences easier to read.

✅ Active	🚫 Passive
Select an option to continue.	An option must be selected to continue.
Update your billing address during checkout.	Your billing address can be updated during checkout.
Select the checkbox to continue.	The checkbox has to be selected to continue.

Passive voice is still appropriate in some situations. Here are some examples of when using passive voice may be a better choice.

• The focus is on the object

  Example: Your request has been submitted.

  If the request (the object) is the most important focus of this sentence, then placing it first emphasizes it more. Written in active voice, this sentence would say, “You have submitted your request.”

• The subject is unknown

  Example: The changes have been saved.

  In active voice, the sentence might say: “We have saved the changes.” But in that case, “we” is ambiguous and not clearly defined.

• To avoid assigning blame

  Example: The report was lost.

  Writing “The report was lost” is less likely to assign blame than saying “Someone lost the report.”

Not sure if you’re using active or passive voice? Online tools, like the Passive Voice Detector, can help you check your writing. Just keep in mind that online tools are meant to offer guidance, and they may not catch all writing mistakes.

References:

• Active vs. Passive Voice: What's the Difference? | Grammarly
• Use the Active Voice | The Writing Center
• Passive Voice Detector | Datayze

Verb Tenses

Verb tenses are used to show when an action or event took place, and how long it occurred. The three main verb tenses are the past, present, and future, but there are also other verb tenses, such as present perfect, past perfect, and future perfect. These tenses are used to talk about things that have happened or will have happened by a certain time.

Write messages in present tense when possible, but always consider context and how you can most clearly communicate with your audience.

Types of Verb Tenses

• Past tense

  All past tense verb forms occur in the past.

  Example:
  I went shopping yesterday.

• Present tense Present tense describes things that are happening at this moment, that happen regularly, that have occurred in the past (but at an indefinite time), or that happened in the past and continue into the present.

  • Simple present When possible, it’s best to use simple present tense to keep messaging clear and concise.

    Example:
    I go shopping.

  • Present continuous This tense describes something occurring right now, or something that happens regularly. It is created by using a simple present form of “be” and an “-ing” verb.

    Example:
    I am going shopping.

  • Present perfect The present perfect verb tense shows that something occurred in the past, but at an indefinite time, or that something happened in the past and continues into the present. It is created by using “have/has” and a past participle.

    Example:
    I have shopped.

    In Costco messaging, this tense is most often used when the user submits a form and receives a confirmation that it was successful.

    Example:
    Your request has been submitted.

  • Present perfect continuous This tense shows an ongoing action that started in the past and continues in the present. It is created by using “has/have been” and an “-ing” verb.

    Example:
    I have been shopping for many years.

• Future tense

  Future tense describes things that will happen in the future.

  Example:
  I will go shopping tomorrow.

If you’re not sure what verb tense to use, compare your messaging to other similar messages used across Costco’s channels to ensure consistency, and ask a few colleagues to review what you’ve written and provide feedback.

References:

• Verb Tenses Explained, with Examples | Grammarly
• Simple Present Tense: How to Use It, With Examples | Grammarly
• What Is A Participle? Types & Examples | Thesaurus.com
• Verb Tenses: What They Are and How to Use Them | ProWritingAid

Point of View

Point of view (POV) is the perspective from which something is told, and to whom they are telling it. The three types of point of view are first person (I, me, my, we), second person (you, your), and third person (he, she, it, they).

In general, use second person when writing UX microcopy. 

First Person

• Uses pronouns like I, me, my, and we.
• “My” in an interface implies that something belongs to the user, and helps define the difference between the user and the system.
• This will most commonly be represented in labels such as:
  • My Lists, Start My Free Trial, Update My Payment Method, Place My Order, etc.

Second Person

• Revolves around the pronouns you and your. “You” is often implied.
• Helps distinguish between what belongs to you and what belongs to others.
• Commonly used when instructing users how to do something, a call to action (CTA), etc.
• Examples labels and CTAs in second person:
  • Your Lists, Start Your Free Trial, Update Your Payment Method, Place Order.

Third Person

• Uses pronouns like he or she.
• Not typically used when communicating with users in an interface.

References:

• What Is Point of View in Writing, and How Does It Work? | Grammarly
• You and Me and a POV | UX Collective
• Is this my interface or yours? A Piece About Perspective | Medium
• Examples of Point of View in Writing | MasterClass

Use “Please” Sparingly

Using "please" in microcopy depends on the context and tone you want to convey. While it can add a polite touch, it's not always necessary or appropriate.

Using “Please” Is Appropriate When:

• The site or system is causing the user inconvenience

  Example:
  Our system is currently experiencing issues. Please try again later.

  “Please” can be used here to add politeness. The system is not working as expected and is causing inconvenience for the user. They may not be able to complete their task.

• The user has to go above and beyond or take additional actions to complete a task

  Example:
  Please contact Customer Service for more assistance.

  If the user needs to do something extra to complete their task, a little bit of politeness may help soften the message.

Do Not Use “Please” For:

• Form field or other validation errors
  The use of “please” in standard form field errors is generally unnecessary and can be redundant in long forms.

  Incorrect Example:
  Please enter a valid phone number.

  Correct Example:
  Enter a valid phone number.

• Instructional text

  Incorrect Example:
  Please follow these steps to reset your password.

  Correct Example:
  Follow these steps to reset your password.

• Interface labels and buttons
  For interface labels and buttons, it’s best to be direct and concise. It is also common practice to use short phrases written using title case.

  Incorrect Example:
  Please Select Continue

  Correct Example:
  Continue

Don't Use Jargon

Jargon refers to specialized or technical language that is used by specific professions or groups. It may include terms, acronyms, or expressions that may be unfamiliar to others.

It is important to be aware of jargon when communicating with others, and to avoid using it when possible. If you must use jargon, such as a technical term, try to clearly (but briefly) explain it in a way that everyone can understand.

Examples of Jargon:

• Algorithm
• Bug
• Cache
• Call to Action (CTA)
• Content Management System (CMS)

Abbreviations and Acronyms

Use abbreviations and acronyms carefully. If you need to use an abbreviation or acronym, spell it out the first time you use it. If abbreviations or acronyms are very technical, try to reword your message using plain language instead.

Examples of Abbreviations and Acronyms:

• Application Programming Interface (API)
• Search Engine Optimization (SEO)
• User Experience (UX)
• Key Performance Indicator (KPI)
• Personal Identification Number (PIN)
• Graphics Interchange Format (GIF)

References:

• Abbreviations vs. Acronyms vs. Initialisms | The Blue Book of Grammar and Punctuation
• What Is an Acronym? Definition and Examples | Grammarly
• Abbreviation vs. Acronym vs. Initialism (Grammar Rules) | Writer's Digest

Catching Your Mistakes

It’s important to carefully review your writing, especially when it’s user-facing, so that it’s polished and error-free.

Ways to Check Your Writing:

• Take a break: Step away from your writing for a while and come back to it with a fresh perspective.
• Check the grammar and spelling: Pay close attention to grammar, punctuation, and spelling errors. Look for typos, missing words, incorrect verb tenses, or subject-verb agreement issues. You can use grammar and spell-check tools to help catch errors.
• Look for clarity and consistency: Make sure text is clear and concise, and make sure you’re using consistent terminology, style, and tone throughout the user interface.
• Read aloud: Read the content out loud to catch any awkward phrasing, grammatical errors, or inconsistencies.
• Get a peer review: Have someone else review the content to catch any mistakes or offer alternative suggestions and improvements.
• Test with real users: Conduct user testing or gather feedback from target users to find any issues or areas of improvement. Users can provide valuable insights and identify potential points of confusion.