{"componentChunkName":"component---src-templates-posts-js","path":"/principles/language","result":{"data":{"mdx":{"id":"2d8b2cc5-b10a-57cd-8cff-9f5e75584376","body":"function _extends() { _extends = Object.assign || function (target) { for (var i = 1; i < arguments.length; i++) { var source = arguments[i]; for (var key in source) { if (Object.prototype.hasOwnProperty.call(source, key)) { target[key] = source[key]; } } } return target; }; return _extends.apply(this, arguments); }\n\nfunction _objectWithoutProperties(source, excluded) { if (source == null) return {}; var target = _objectWithoutPropertiesLoose(source, excluded); var key, i; if (Object.getOwnPropertySymbols) { var sourceSymbolKeys = Object.getOwnPropertySymbols(source); for (i = 0; i < sourceSymbolKeys.length; i++) { key = sourceSymbolKeys[i]; if (excluded.indexOf(key) >= 0) continue; if (!Object.prototype.propertyIsEnumerable.call(source, key)) continue; target[key] = source[key]; } } return target; }\n\nfunction _objectWithoutPropertiesLoose(source, excluded) { if (source == null) return {}; var target = {}; var sourceKeys = Object.keys(source); var key, i; for (i = 0; i < sourceKeys.length; i++) { key = sourceKeys[i]; if (excluded.indexOf(key) >= 0) continue; target[key] = source[key]; } return target; }\n\n/* @jsx mdx */\nvar _frontmatter = {\n  \"title\": \"Language\",\n  \"path\": \"/principles/language\",\n  \"excerpt\": \"We use language that our users understand and is a reflection of who we are. Language involves communication between users and our digital products. Using consistent language is similar to using the same visual style and colour throughout.\"\n};\n\nvar makeShortcode = function makeShortcode(name) {\n  return function MDXDefaultShortcode(props) {\n    console.warn(\"Component \" + name + \" was not imported, exported, or provided by MDXProvider as global scope\");\n    return mdx(\"div\", props);\n  };\n};\n\nvar Masthead = makeShortcode(\"Masthead\");\nvar layoutProps = {\n  _frontmatter: _frontmatter\n};\nvar MDXLayout = \"wrapper\";\nreturn function MDXContent(_ref) {\n  var components = _ref.components,\n      props = _objectWithoutProperties(_ref, [\"components\"]);\n\n  return mdx(MDXLayout, _extends({}, layoutProps, props, {\n    components: components,\n    mdxType: \"MDXLayout\"\n  }), mdx(Masthead, {\n    title: \"Language\",\n    subheader: \"We use language that our users understand and is a reflection of who we are. Language involves communication between users and our digital products. Using consistent language is similar to using the same visual style and colour throughout. It reminds users that they are using a trusted shopping platform across all our digital experience.\",\n    mdxType: \"Masthead\"\n  }), mdx(\"h2\", null, \"Purpose\"), mdx(\"p\", null, \"Writing for people in a way that is inclusive and guides users within the digital experience makes interfaces easy to use and encourages interaction. Crafting text that is clear and concise gives users the most natural and fluid experiences.\"), mdx(\"h2\", null, \"Benefits\"), mdx(\"p\", null, \"The key benefits of using good language across digital products.\"), mdx(\"ul\", null, mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"Users have a better understanding of what is required from them and how they can interact with our digital products. \"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"Applying basic words and sentences makes content eastier to consume, especially when people skim read.\"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"Information presented to our users is more friendly, readable and understandable.\"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"Consistent use of good language provides trust and familiarity with the brand.\")), mdx(InsightBlock, {\n    insighttype: \"Research Insight\",\n    sourcename: \"Sherwin, K. S.\",\n    sourcedate: \"2019\",\n    sourcetitle: \"UX Guidelines for Ecommerce Product Pages\",\n    sourceurl: \"https://www.nngroup.com/articles/ecommerce-product-pages/\",\n    mdxType: \"InsightBlock\"\n  }, \"We try to keep things simple, that\\u2019s why we aim for a low reading age when we write user-facing content. Over 7 million adults in the UK have a reading age below 10.\"), mdx(\"hr\", null), mdx(\"h2\", null, \"Voice and tone\"), mdx(\"h3\", null, \"Learn how to apply correct voice and tone to digital products across the FGH platform.\"), mdx(\"h4\", null, \"What are voice and tone?\"), mdx(\"p\", null, \"Our voice should be a reflection of our brands and who we are and should always sound the same across all our digital products. Tone is our attitude towards our customers and should adapt appropriately to the context and situation. The best way to decide what tone to use is to ask how our customers are likely to think and feel when they encounter your message. \"), mdx(\"h4\", null, \"Voice guidelines\"), mdx(\"p\", null, \"We follow these guidelines when writing content for our users. \"), mdx(\"h6\", null, \"Empowering\"), mdx(\"ul\", null, mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"Use knowledge and advice to help users complete their shopping journeys.\"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"Be direct with the user, don\\u2019t use jargon and internal business language. \"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"Facilitate navigation and product discovery by writing text in short, scannable segments.\")), mdx(\"h6\", null, \"Empathetic\"), mdx(\"ul\", null, mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"Show understanding when communicating with users, respecting their emotions and situations. \"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"Be encouraging and practical in your advice. \"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"Don\\u2019t be ambiguous, explain clearly products and services. \")), mdx(\"h6\", null, \"Explicit\"), mdx(\"ul\", null, mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"Be specific, don\\u2019t make things sound better than they are.\"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"Be honest and upfront, even if mistakes are made.\"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"Transparency is key and invites trust from users. \")), mdx(\"h4\", null, \"Example of tone\"), mdx(\"p\", null, \"Tone will change dependent upon the context of the message. We should emphasise with the user and how they are feeling dependent upon the situation. For example, we may use a direct but reassuring and friendly tone when presenting the user with an error message.\"), mdx(UsageBlock, {\n    usageType: \"Do\",\n    mdxType: \"UsageBlock\"\n  }, \"Be clear about the problem and give users advice.\", mdx(\"p\", null, mdx(\"em\", {\n    parentName: \"p\"\n  }, mdx(\"strong\", {\n    parentName: \"em\"\n  }, \"Sorry, but we couldn\\u2019t log you in with the details you\\u2019ve provided. Please try again.\")))), mdx(UsageBlock, {\n    usageType: \"Don't\",\n    mdxType: \"UsageBlock\"\n  }, \"Don\\u2019t use technical words for error messages.\", mdx(\"p\", null, mdx(\"em\", {\n    parentName: \"p\"\n  }, mdx(\"strong\", {\n    parentName: \"em\"\n  }, \"Failed to Authenticate Login: Bad Login.\")))), mdx(\"hr\", null), mdx(\"h2\", null, \"Formatting and Punctuation\"), mdx(\"h3\", null, \"Refer to this guide on the proper use of abbreviations, acronyms, capitalisation and other content styles.\"), mdx(\"h4\", null, \"Abbreviations and acronyms\"), mdx(\"p\", null, \"We should use an abbreviation or acronym in its full form on its first use unless it is commonly well known.\\nExample: You can set your Credit Limit Preference (CLP) within my account. \"), mdx(\"h4\", null, \"Capitalisation\"), mdx(\"p\", null, \"There are several for English capitalisation. \"), mdx(\"h5\", null, \"1) Capitalise the first word of a sentence.\"), mdx(UsageBlock, {\n    usageType: \"Correct\",\n    mdxType: \"UsageBlock\"\n  }, \"Hey! It\\u2019s great to see you again!\"), mdx(\"h5\", null, \"2) Capitalise names and other proper nouns.\"), mdx(UsageBlock, {\n    usageType: \"Correct\",\n    mdxType: \"UsageBlock\"\n  }, \"Welcome back, John Snow.\"), mdx(\"h5\", null, \"3) Don\\u2019t capitalise after a colon usually unless it's followed by a proper noun.\"), mdx(UsageBlock, {\n    usageType: \"Correct\",\n    mdxType: \"UsageBlock\"\n  }, \"The following items have been removed: headphones, laptop and speakers.\"), mdx(UsageBlock, {\n    usageType: \"Correct\",\n    mdxType: \"UsageBlock\"\n  }, \"My country: United Kingdom.\"), mdx(\"h5\", null, \"4) Capitalise days, months, and holidays, but not seasons. 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Headings and subheadings should be informative and descriptive as well as easily scannable.\"), mdx(\"ul\", null, mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"Remember to highlight the most important information.\"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"Use simple and clear language.\"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"Keep headings to single sentences.\"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"Write in title case (first word and proper nouns capitalized).\")), mdx(\"h4\", null, \"Lists\"), mdx(\"h5\", null, \"Bulleted\"), mdx(\"p\", null, \"Use bulleted lists when items are related but there is no sequence of priority.\"), mdx(UsageBlock, {\n    usageType: \"Do\",\n    mdxType: \"UsageBlock\"\n  }, \"Use My Account to: - Make payments - Track your orders - Return your items\"), mdx(UsageBlock, {\n    usageType: \"Don't\",\n    mdxType: \"UsageBlock\"\n  }, \"Use your account to - make payments, - track your orders, - return your items. Print labels\"), mdx(\"h5\", null, \"Numbered\"), mdx(\"p\", null, \"Use numbered lists when items have an order of priority.\"), mdx(UsageBlock, {\n    usageType: \"Do\",\n    mdxType: \"UsageBlock\"\n  }, \"To change your Delivery Address: 1. Go to My Account 2. Select My Details 3. Then edit Delivery Details\"), mdx(UsageBlock, {\n    usageType: \"Don't\",\n    mdxType: \"UsageBlock\"\n  }, \"To change your delivery address: 1. Go to my account Then select my details 2. Edit delivery details return your items. Print labels\"), mdx(\"h4\", null, \"Dates, numbers and currency\"), mdx(\"p\", null, \"These guidelines are for British English. However, dates, numbers, and addresses may be formatted differently in other languages.\"), mdx(\"h5\", null, \"Dates\"), mdx(\"p\", null, \"Where possible, use the month\\u2019s full name. If there isn\\u2019t enough space, use the 3-letter abbreviations. Don\\u2019t write dates numerically as this is harder to interpret.\"), mdx(UsageBlock, {\n    usageType: \"Correct\",\n    mdxType: \"UsageBlock\"\n  }, \"Monday, 1 January 2020 1 January 2020 1 Jan 20\"), mdx(UsageBlock, {\n    usageType: \"Wrong\",\n    mdxType: \"UsageBlock\"\n  }, \"Mon, 1, Jan 2020 1, Jan 20 1/1/20\"), mdx(\"h5\", null, \"Numbers\"), mdx(\"p\", null, \"Use numeral numbers to present most numeric information. If the number is below 10 and not essential to the information, spell it out in full.\"), mdx(UsageBlock, {\n    usageType: \"Correct\",\n    mdxType: \"UsageBlock\"\n  }, \"You have cancelled 3 orders. Only 2 offers codes left. You no longer need to fill in two forms.\"), mdx(UsageBlock, {\n    usageType: \"Wrong\",\n    mdxType: \"UsageBlock\"\n  }, \"You have cancelled three orders. Only two offer codes left. You no longer need to fill in 2 forms.\"), mdx(\"h5\", null, \"Currency\"), mdx(\"p\", null, \"Use this common standard for currency values.  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Generally, it's best to avoid \\u201Cshould've, could've, would've\\u201D and \\u201Cthey've\\u201D as they are hard to read.\"), mdx(InsightBlock, {\n    insighttype: \"Research Insight\",\n    sourcename: \"Government Digital Service\",\n    sourcedate: \"2016\",\n    sourcetitle: \"Writing content for everyone\",\n    sourceurl: \"https://gds.blog.gov.uk/2016/02/23/\",\n    mdxType: \"InsightBlock\"\n  }, \"Users with low literacy skills can often struggle to find the meaning of certain types of punctuation at a glance.\"), mdx(\"h4\", null, \"Hyphens and dashes\"), mdx(\"p\", null, \"Avoid using hyphens unless it confuses people to leave them out. 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Strongly worded labels catch users attention quickly and lead them to the desired action.\"), mdx(\"h4\", null, \"Thoughtful naming\"), mdx(\"p\", null, \"The way we name things influence how our users and other audiences perceive and understand our digital products. A well-chosen name will:\"), mdx(\"ul\", null, mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"Put clarity above creativity.\"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"Create a mental model for our users.\"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"Boosts people\\u2019s perception of our brands.\"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"Increase adoption of the product or feature.\"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"Differentiate from other products and services.\\nIt\\u2019s best to collaborate with others when naming things. Include people with different disciplines and subject matter expertise when choosing a name. This will help to form names that are well recognised and human-centric. \")));\n}\n;\nMDXContent.isMDXComponent = true;","frontmatter":{"title":"Language"}}},"pageContext":{"id":"2d8b2cc5-b10a-57cd-8cff-9f5e75584376"}}}