Writing style and grammar

Adopt sentence case for better readability and adhere to the "Rule of One" for clear headings.

The rule

Adopt sentence case for better readability and adhere to the "Rule of One" for clear headings

Why it matters

Sentence case is easier for the eye to scan and helps proper nouns (like product or feature names) stand out. Expressing only one idea per heading prevents user confusion and supports better information architecture. Consistent grammar and mechanics across the product give users "peace of mind" and allow habits to form

How to apply it

  • Use sentence case for headings, buttons, and links, capitalizing only the first word and proper nouns.
  • Standardize on one term (e.g., "Log in") and use it consistently throughout the experience.
  • Omit end punctuation for buttons and standalone prompts.
  • Use "OK" in all capitals rather than "Okay" or "ok".

Example

Before and after

Weak

(Title Case) "Sign Up For Our Newsletter"

Stronger

(Sentence case) "Sign up for our newsletter"

Tensions and exceptions

While sentence case is usually best, rare exceptions are allowed for uniquely styled hero sections on a homepage for intentional design impact. Passive voice is generally avoided, but it is occasionally acceptable in web headings to ensure key keywords remain front-loaded.