Grammar and Style


Title Style Capitalization

This Is an Example of Title-Style Capitalization

Don’t capitalize…

  • articles: a, an, the
  • short prepositions: in, out, of
  • short coordinating conjunctions: and, but, or, for
  • to as an infinitive: i.e. I Want to Play Guitar

Use for…

  • Titles
  • Subtitles
  • Headers
  • Modal titles
  • Section titles
  • Wizard stepper titles
  • Proper nouns
  • Table columns
  • Specific UI locations


Policies: specific UI location
Policy: not a proper noun

Edit policy
Go to Policies

Sentence-style Capitalization

This is an example of sentence-style capitalization

Use for…

  • Actions
  • Buttons
  • Form field labels
  • Menu options
  • Placeholder text


Be gender neutral. Use they/them even for singular nounsThe user’s permission has been removed. They will no longer have access to this page.The user’s permission has been removed. She/he will no longer have access to this page.
Be consistent with user pronouns in the same context. Don’t mix “Me/My” with “You/Your”Change personal preferences in My AccountChange your personal preferences in My Account
Use possessive pronouns to describe an object when there is clear ownership of the object. It can make your message more personal and friendly.

Objects that do not have clear ownership and affect other users can be described with an article (a, an, the)** Not a hard rule, this is pretty flexible
Your settings must be saved.The Parent SegmentThe settings must be saved.Your Parent Segment


Articles should be used in complete sentences for more human-readable language.For lengthier descriptions, messages, or tools, include articles. If space is limited, feel free to omit them.Examples: a, an, theRules must be added before the segment can be refreshedRules must be added before segment can be refreshed.


Use common contractions to create a friendly, informal tone. Avoid ambiguous or awkward’s, you’re, we’ve, that’s, don’t, didn’tthere’d, it’ll, they’d, can’t
Don’t mix contractions and their spelled-out equivalents in UI text.We cannot locate your file. You cannot run this workflow yet.We cannot locate your file. You can’t run this workflow yet.
Never form a contraction from a noun and a verbTreasure Data is improving new features.Treasure Data’s improving new features.


Always add an “s” if there is a possibility of pluralityCheck with engineers to see if they can dynamically change plurality for your case.
EX: 1 item, 2 items

✅ Yes
❌ No
✅ Yes
❌ No

Punctuation and Symbols


Avoid periods in short sentences with the following UI elements:

  • Labels and captions
  • Tool tip text
  • Toast messages
  • Bullet lists
✅ Yes
❌ No

Use periods in:

  • Long solitary sentences
  • Multiple complete sentences
  • Multiple incomplete sentences
✅ Yes

Links at the end of a sentence should be preceded by a period, but not ended with one

✅ Yes
❌ No

Quotes “ “

Use quotes when referring to given item names in places where bold styling cannot be done.

Use brackets when it is a variable name and can change

Question Marks [ ? ]

Present an option or confirmation modal with a question
Example: Remove these users from the policy?

Ampersands ( & )

Avoid usage. “&” does not do well in localization and decreases emphasis on the actions.

✅ Yes
❌ No

Asterisks ( * )

Use to represent required form fields

Indicate required field with a noticeable asterisk *


Limit usage…

  • parentheses ( )
  • exclamation marks !

Avoid using…

  • dashes –
  • semicolons ;
  • colons :

Avoid using # to indicate the number of something.
Example: Use “Profiles” instead of “# of Profiles”.


Spell out abbreviations if it is not a commonly known term and put the abbreviated form in

If space is limited, use the abbreviation only
Estimate the area under curve (AUC)Estimate the AUC