Content guidelines

• Use plain, standard English.
• Write short sentences.
• No marketing language.
• No em dashes.
• Demo data is fictional. Never use real company data.

Plain, calm and direct. Write like a helpful colleague, not a marketer. Use short sentences. Say what happened and what to do next. Don't blame the user. No exclamation marks.

• Buttons: verb plus noun, sentence case. "Save view", not "OK".
• Labels: short nouns, sentence case, no colon.
• Errors: say what went wrong and how to fix it, next to the field. "Enter a date after 1 Jan 2020."
• Empty states: say why it's empty and give one next step.

• Use tabular numerals and right-align numbers in tables.
• Use the same number of decimals within a column.
• Format numbers and currency by the user's locale.
• Show the currency code when a view mixes currencies.
• Write dates as 21 Oct 2026, so they're never ambiguous.
• Use relative time ("2 h ago") only for recent activity, with the full date on hover.
• Show negative values with a minus sign, not only red.