General

• Use sentence case generally; subheadings, buttons, links, and text fields
• Use title case for titles and headings, avoid periods.
• Use title case for proper nouns, names of features, tags, and chips.
• Other words to capitalize
• Use actual digits for numerical formats
• Use “member(s)” when referring to a single user or particular group of users and “community” when referring to the entire user base
• Avoid articles for short directions.
• Start directions and instructions with an active verb.
• Use active voice for clarity rather than passive voice.
• Write using British English.
• Write dates using European style date format: dd-mm-yyyy. Spell out the month when able.
• Aim for a Grade 7-9 level of English literacy.
• Use inclusive language, avoiding gendered or heteronormative language.
• Use positive language that is empowering and encouraging.
• Avoid jargon or technical language that may be unfamiliar to the audience.
• Use clear and concise language that is easy to understand.
• Avoid exclamation marks (!) generally. Use discretion in “welcoming” copy.
• Use the Oxford comma
• Use apostrophes