Read before you build
Words are parts too. These rules keep labels, messages and help text consistent across every screen, whether a person or an agent writes them. They follow the GOV.UK Design System, GitLab Pajamas and NN/g research.
Content rules
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Write in sentence case
Capitalize only the first word and proper nouns in labels, titles, buttons and badges. Title Case is harder to scan and reads as shouting in long labels.
Do: Create account
Don't: Create Account
Checked by
mcss-lite validate[content-case] -
Buttons say what happens
Start with a verb and name the thing it acts on. A person should know the result before they click.
Do: Save changes
Don't: OK
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No vague labels
"Submit", "Click here", "Yes" and "More" say nothing out of context. Screen reader users often hear a list of every link or button on the page, with no surrounding text.
Do: Download the invoice
Don't: Click here
Checked by
mcss-lite validate[content-vague] -
Errors say what went wrong and how to fix it
Name the problem in plain words and tell the person what to do. Don't blame, don't use codes, don't say "invalid".
Do: Enter a date after 1 January 2020
Don't: Invalid input
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Show errors at the right moment
Check a field when the person leaves it or submits the form, not while they type its first value. Once a field shows an error, clear it as soon as the value is fixed. After a failed submit, list every error at the top of the form, each linked to its field.
Do: There is a problem: Enter your email address
Don't: Email is invalid (shown after the first keystroke)
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Mark optional fields, not required ones
Ask only for what you need, then add "(optional)" to the few fields people may skip. Rows of asterisks add noise and need a legend.
Do: Phone number (optional)
Don't: Phone number *
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Write choices as positive statements
A checkbox label is a statement the person agrees with by ticking it. Negatives make them untick to say yes, and people get it wrong.
Do: Email me about new releases
Don't: Don't email me about new releases
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Name the setting, not the action
A toggle's label names what it controls and never changes; the switch itself says on or off. Labels like "Turn on" leave people guessing which state is current.
Do: Dark mode
Don't: Enable dark mode
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Keep punctuation light
No full stops on buttons, titles, labels or badges. Use full stops in help text and messages that are sentences. Avoid exclamation marks.
Do: Delete project
Don't: Delete project!
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Write numbers and dates the same way everywhere
Use numerals for numbers, the full month name in dates and a consistent time format. Avoid ambiguous dates like 03/04.
Do: 1 March 2026, 12 of 20 seats
Don't: 03/01/26, twelve of twenty seats
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Write for everyone
Use plain words, active voice and "you". Avoid idioms, jargon and gendered defaults. Describe what something does, not how it looks ("select", not "click the blue button").
Do: Choose a plan to continue
Don't: Just hit the big blue button, guys