The content in our digital products and messages shape how our users perceive and use our platforms to get things done. Our writing must help our users understand and take action.

Heading and subheadings

Headings and subheadings in our interfaces have three goals:

• Help users identify their place.
• Help users understand how things are organized.
• Help users predict what actions they can take.

Some specific guidelines for writing headings and subheadings:

• Be concise. Headings and subheadings should be scannable and use only as many words are needed to convey their meaning.
• Write in sentence case. Sentence case makes it feel less stiff and formal.
• Don’t use punctuation like periods or semicolons.

DO

• Your next read

DON'T

• Your Next Read

Conversational headings

When we’re talking, we connect words with articles like “the,” “for,” “these,” and “an.” If we remove these from our writing, it makes our copy feel stiff and complicated. For conversational headings, use articles and write full sentences.

DO

• Read these next

DON'T

• Read next

Microcopy

For labels and microcopy, prioritize short and actionable content by removing articles like “the” and “an.”

DO

• Add book

DON'T

• Add this book