be natural

Use language that our customer’s are most familiar and comfortable with. Therefore, avoid using unnecessary figures of speech or technical jargons.

be simple

Keep it simple, stupid — be short and crisp, without comprising on clarity.

be consistent

Repeat and re-use terminologies keeping in mind our user’s vocabulary.

be descriptive

Do establish context each time and do not assume the obvious. For the sake of clarity and intuitiveness, comfortably use descriptions wherever needed.

be directional

Write to accomplish goals by always pointing towards a way forward. Avoid making the users feel helpless and anxious by providing a clear call to action stating the next steps.