Word List

A

a.m., am

Write am instead of "a.m." or "AM". Don't include a space after the time: 12:00am instead of 12:00 am. See Date and time.

above

Don't use directional language (above, below, left, right) as it isn't accessible. See Inclusive Language and Accessibility.

activate

Don't use unless technically required. Use "turn on" or "start" instead.

add

Use "add" when adding an existing object to a list. Don't use "add" to mean "create".

and/or

Don't use "and/or" unless it's absolutely necessary to save space. Most of the time, it's appropriate to use "or" on its own.

automatically, automatic, auto

Use "automatically" when the system performs an action without any user input and it's important for the user to know that. It's better to be specific when possible ("Basis saves your draft every 10 seconds.").

Say "automatic" or "automatically" when contrasting with a manual process.

Don't use "auto" unless it's part of a feature name.

B

back

Use "back" to describe going to the previous step in a multi-step process.

below

Don't use directional language (above, below, left, right) as it isn't accessible. See Inclusive Language and Accessibility.

blacklist

Use “blocklist” instead.

button

For the most part, avoid referring to parts of the UI. If you need to refer to a specific button, use the button's label without calling it a button.

It can be clearer to include the word "button" when talking about buttons that don't have labels, like "the Minimize button". Don't capitalize "button".

C

cancel, canceled, canceling

Use "cancel" to describe ending a process or an action. Do not use "cancel" to describe closing a non-editable window. Use "close" instead.

Spell "canceled" and "canceling" with one "l".

choose

Use "choose" to refer to generic user decisions that don't specifically involve the UI. Use "select" when referring to specific UI elements that the user clicks or taps.

For example, "choose your notification preferences" vs "select Send daily email".

click, double-click

Don't use "click" or "double-click" to describe user actions. Use "select" instead. See Inclusive Language and Accessibility.

close

Use "close" to describe closing a non-editable window.

To describe ending an action or process, which may also close the window, use "cancel'. To confirm the completion of a task where the changes have already been saved, use "done".

continue

Don't use "continue" to describe progressing to the next step in a multi-step process. Use "next" instead.

cookie

In a DSP, cookie refers to the browser identifier stored by a website. Avoid other uses of cookie, such as "cookie-cutter".

create

Use "create" to describe creating a new object.

D

delete

Use "delete" to describe removing something from the system, like a report or a tactic. Don't use "delete" to mean "remove", which describes taking an object off of a list.

deactivate

Avoid using "deactivate" if possible. Use "turn off" instead.

disable, disabled

Avoid using disable. Use a more specific term, like “turn off” or “unavailable”.,

Don’t say “disabled”. Instead, say “unavailable” or another similar term.

done

Use "done" to confirm the completion of a task where changes have already been saved.

To describe closing a non-editable window, use "close". To describe ending an action or process, which may also close the window, use "cancel'.

E

edit

Use "edit" to describe making changes to something that was already saved. Don't use "modify" or other, longer terms.

enable

Avoid using enable. Use “turn on” or “allow”, or a more specific term that better describes the action or the state of the feature.

It is okay to use “enable” in certain technical settings, but it should be avoided in the UI.

Avoid “enabled”. Say “available” or something similar instead.

exchange

In a DSP, exchange refers to the real-time bidding marketplace. Avoid using "exchange" as a verb unless it's very clear to the user that you aren't referring to the marketplace. For example, "exchange messages" might be confusing.

F

fail, failed

In general, avoid saying "fail" or "failed" in error messages and other UI elements. See Error Handling.

filter

Say "filter" to describe the action of narrowing a set of data or a list, instead of other terms like "refine".

find

Use "search" instead of "find" when referring to using a search bar.

G

H

Help Center

When referring to the Basis Help Center, use "Help Center". Capitalize both words. Don't use "User Guide", "Basis Support", or another term.

hover

Avoid saying "hover" or "hover over" when possible. Try rephrasing to avoid talking about the interaction.

I

import vs upload

"Import" refers to bringing a file into a program or application. "Upload" refers to sending a file from a local device to a remote server or website.

These terms can be used interchangeably, but in general, use "import" to refer to using data from an external file in Basis, and "upload" for the action of attaching

J

K

L

left

Don't use directional language (above, below, left, right) as it isn't accessible. See Inclusive Language and Accessibility.

M

manage

Try to use a more specific word than "manage", such as "edit" or "update".

manual, manually

Use "manual" or "manually" only to contrast an automatic option. Avoid using it on its own.

N

next

Use "next" to progress to the following step of a multi-step process.

O

once

Don't use "once" instead of "when" or "after". For example, say "Save your work when you're done." instead of "Save your work once you're done."

online

Write "online" as one word.

P

p.m., pm

Write pm instead of "p.m." or "PM". Don't include a space after the time: 12:00pm instead of 120:00 pm. See Date and time.

please

Avoid saying "please". Reserve it for instances where there was a major error on our end or if you're asking the user to do something inconvenient. See Error Handling.

previous

Don't use "previous" to describe going to the previous step in a multi-step process. Use "back" instead.

Q

quit

Avoid using "quit" to refer to closing a modal or ending an action. Use "close", "cancel", or "log out" instead.

R

remove

Use "remove" to describe removing an object from a list. Don't use "remove" to mean "delete".

right

Don't use directional language (above, below, left, right) as it isn't accessible. See Inclusive Language and Accessibility.

S

(s), (es)

Don’t use (s) or (es) to show that something could be plural. Just use the plural instead. If it’s absolutely necessary to show that something could be singular or plural, use “one or more.”

For example, instead of “Select deal(s)”, say “Select deals” or “Select one or more deals”.

search, find

Use "search" when referring to using a search bar in the app. Don't use "find" in these cases.

see, show

It's okay to use “see” to direct the user to more information. For example, “see details”, “see more”, “see [Help Center Page]”. This is not considered inaccessible language as long as the surrounding context supports accessibility.

It's also okay to use similar phrases like "show". "View" is also acceptable but isn't as good as see or show. See View.

select

Use "select" to describe the user action of selecting a button, a menu option, a checkbox, and so on. "Select" is a generic term that can refer to any input method. Don't use "click", "tap", or other device-specific terms. See Inclusive Language and Accessibility.

since

It is often correct to use "because" instead of "since". "Since" is ambiguous and often refers to the passage of time. "Because" only has one meaning, referring to cause and effect.

T

tap, double-tap

Don't use "tap" or "double-tap" to describe user actions. Use "select" instead. See Inclusive Language and Accessibility.

toggle

Don't say "toggle" to refer to a user action. Say "turn on", "turn off" instead.

U

upload vs import

"Upload" refers to sending a file from a local device to a remote server or website. "Import" refers to bringing a file into a program or application.

These terms can be used interchangeably, but in general, use "import" to refer to bringing in data from an external file to Basis and "upload" for the action of attaching the file that contains the data.

For example, "Import Media Plan", "Import Campaign", "Upload File".

utilize

Say “use” instead.

V

view

It’s okay to use “view”, but it’s often better to say “see” instead because view could be interpreted as a noun (such as “Grid view”).

W

whitelist

Use “allowlist” instead.

X

Y

Z

ZIP, ZIP code

When you have to specifically refer to the US, it's okay to use "ZIP" or "ZIP code". For a general audience, use "postal code" instead.

Always capitalize every letter in "ZIP".