Avoid redundancy
Avoid using the same word multiple times in a sentence or short paragraph.
No results. Try a different search.
No properties on this plan. Click “Add properties” to get
started.
No search results. Change the search term to search
campaigns again.No properties on this plan yet. To add properties, click “Add
properties above.
Use contractions
Contractions give your message a friendly tone. They can also make your sentences more concise. You don’t need to follow this rule if your sentence is more clear without a contraction. For example, “cannot” can be used instead of “can’t” to provide emphasis on the word.
You haven’t selected any domains
You don’t have any brands selected
You cannot edit this field on a revision
You have not selected any domains
You do not have any brands selected yet
Prioritize
Prioritize your information. Begin with the main point and reveal details as necessary. If a sentence describes both an objective and the action needed to achieve that objective, start the sentence with the objective.
To RFP the vendor directly, click “Send” above.
Running on all exchanges targets a wide collection of
inventory. Use additional targeting options to avoid
spending your tactic's budget too fast.
Click the Send button above to RFP the vendor directly
Use additional targeting options to avoid spending your
tactic’s budget too fast. Running on all exchanges targets a
wide collection of inventory.
Address users in second person
Use second person when you need to speak directly to the user. In some cases, you may need to use first person to emphasize the user's ownership of content or actions. Avoid mixing second person and first person in the same sentence. Avoid using “we” to describe application behavior.
You were added to Spring 2016 campaign
My Campaigns
I agree to the terms and conditions
View your campaigns in My Campaigns
We will notify vendors when the campaign is archived
Check if you agree to the terms and conditions
Be consistent
Use the same word or phrase to describe a particular object or action throughout the application. See the list of user actions below and the corresponding action word rules.
User Actions | Do | Don’t |
|---|---|---|
Closes a non-editable window | Close | Cancel |
Cancels an action and closes the window without saving changes | Cancel | Close |
Progresses to the next step of a multi-step process | Next | Continue |
Returns to the previous step of a multi-step process | Back | Previous |
Allows the user to make changes | Edit | Update, Modify, Change |
Confirms the completion of a task where changes | Done | Close, Cancel |
Adds an existing object to a list | Add | Add |
Removes an object from a list | Remove | Delete |
Creates a new object | Create | Create, Apply |
For dropdown placeholder text and copy referring to | Select | Choose, Choose [field] |
Opens the user’s file browser and attaches the selected file | Attach | Upload |
Opens the user’s file browser and reads the selected file | Upload | Attach |
Sends to a different application | Export | Send |
Downloads files from the application to the user’s computer | Download | Export |
Provides the user more information or instruction | Help | User Guide |
Write in present tense
Avoid using future tense to describe actions and application behavior. One exception is when the action has not happened yet.
Changes saved
Proposal sent
Vendors will be notified
Changes will be saved
Proposal will be sent
Be specific
Be specific and reinforce the subject or action.
Save changes?
Send RFP
Create Campaign (as button label)
No messages
Are you sure?
“Yes” or “No” as button labels
Create New (as button label)
Nothing here yet
Write simply and avoid jargon
Use language that’s simple and easy to understand. Don’t provide more information than necessary. Avoid jargon such as technical terms and names invented to describe the UI.
To link delivery sources, click “Map Delivery.”
Primary conversion metrics will be shown for Groups and
CampaignsOnce deactivated, this property cannot be added to new
plans
Open the mapping panel to associate delivery sources to line
items.Setting a primary pixel will display additional metrics for the
selected pixel on all Group and Campaign screensOnce deactivated, users will be notified of the details
provided below and will not be able to add this property to
new plans
Be concise
Write in short, scannable sentences. Avoid unnecessary modifiers.
Changes saved
Create property
You are in support mode
No results
Select at least one ad before linking campaigns
Your changes have been saved successfully
Create new property
You are currently in support mode
No results found for your search
Please check at least one ad before attempting to link
campaigns