Mechanics

Minimize the amount of punctuation in the UI. Punctuation leads to clutter and can make it harder to parse or scan text quickly.

Always include question marks when appropriate and include commas where necessary, including the serial comma.

Periods

Don’t include periods at the end of UI text when it’s a single phrase or sentence. This includes button labels, tooltips, flash messages, error messages, form labels, empty state headers, tab labels, badge text, pill text, and notifications.

Use a period when:

• The copy contains more than one sentence.

  • If the second sentence is an external link, like a "learn more" link, add a period at the end of the first sentence, but not after the linked text—it should end with an “external link” icon. Do not add a period after the icon.

• If there are any instances where the second sentence ends with an icon, add a period after the first sentence but not after the icon.

Commas

Include commas before the last item in a list. This is known as the serial, or Oxford, comma.

Search for campaigns, groups, and tactics	Search for campaigns, groups and tactics.
Tactic name is required	Tactic name is required.
Unable to save line item. Please try again.	Unable to save line item. Please try again

Colons

Don’t use colons in headings. In body text, include a colon to introduce a list.

Projected spend is calculated using historical data from the following data points: Locations Bid price Device types Inventory types Creative types and dimensions	Projected spend is calculated using historical data from the following data points. Locations Bid price Device types Inventory types Creative types and dimensions

Ampersand

Ampersands (&) can cause issues for localization and accessibility. Use “and” instead of an ampersand in almost all cases.

Only use ampersands where space is limited, such as column headers. To minimize confusion, the terms joined by an ampersand should be closely related or commonly paired.

Pixels & Audiences Pizza & Pasta	Pixels and Audiences Sushi & Borscht

Parentheses

Don’t include additional information in parentheses. Only use parentheses to define technical terms or provide the common abbreviation or acronym.

Put punctuation like periods or commas outside of parentheses.

Return on Ad Spend (ROAS) measures the revenue from ads.	Return on Ad Spend, or ROAS, measures the revenue from ads (this can be a useful metric to determine how effective your campaign was.)

Parenthetical plural (s) (es)

Don’t use “(s)” or “(es)” to indicate that something can be plural. Use the plural form instead or say “one or more” if it’s necessary to call out both.

Add deals Select tactics Add one or more exchange to the tactic	Add deal(s) Select tactic(s) Add exchange(s) to the tactic

Exclamation points

Avoid using exclamation points. They can come across as shouting and, if used too frequently, can be bothersome. One exception is for greetings.

Changes saved RFP sent Welcome to Basis!	Changes saved successfully! RFP sent! Campaigns not receiving delivery!