Style Writing


Clear, accurate, and concise text makes interfaces more usable and builds trust. Strive to write text that is understandable by anyone, anywhere, regardless of their culture or language.

In addition to these guidelines, be sure to consult guidelines for specific UI elements, such as Errors, Dialogs, Settings, and Data formats

Language Expand and collapse content An arrow that points down when collapsed and points up when expanded.

Speak to the user as “you”

Speak directly to users as “you,” not “me.” Don’t put words in the users’ mouths, with phrases that use “I” or “my.”

Exceptions include:

  • Some legal opt-ins: “I agree to follow the UX Writing Guidelines.”
  • Some Google Play categories, such as "My music" or "My books"

Your account


My account


Don’t refer to “we”

Rewrite to focus on the user and what they can do with your app, rather than what you or your app is doing for the user.

Get started with these popular posts on Google+.


To get you started, we’re showing you popular posts on Google+.


You can delete your Google+ profile using this page.


This page allows you to delete your Google+ profile.


One exception is when a human (not software) actually does take action for a user, such as reviewing an appeal or responding to a suggestion. Here, the use of “we” is appropriate and much more personable than the forced passive alternative.

We’ll review your appeal and respond within a few days.


Your appeal will be reviewed, and you will receive a response within a few days.


Be concise

UI text assists navigation and discovery. The best UI text is in small chunks that are not as much read as scanned.

Send money to anyone in the U.S. who has an email address. It’s fast, easy, and free.


Send (and receive) money with friends and family in the U.S. with an email address. It’s a two-step process with little-to-no latency and there aren’t any charges for the recipients of the money.


Keep your sentences and phrases short, with as few concepts as possible.

Read the instructions that came with your phone.


Consult the documentation that came with your phone for further instructions.


Use simple word forms

Use active verbs (“the dog bit the tree”) not passive verbs (“the tree was bitten”), except when the passive is shorter and simpler (“tree bitten”) or when there is no clear subject.

Try to write in the present

Most UI happens now, so you can write in the present.

When you need to write in the past or future, use simple verb forms.

Message sent


Message has been sent


Write simply and directly

It’s easier for users to scan and understand simple, direct language as they skim through an interface.

Save changes?


Would you like to save your changes?


Use simple words that everyone knows

When choosing among synonyms, pick the simplest word.

Turn on Location History


Enable Location History


Don’t use terms that only industry insiders know, and don't rely on the names we invent for UI features.

Preparing video…




“Ok Google” isn’t supported on your phone


“Ok Google” is only supported on dual-core devices


Generic terms like "slider" and "menu" are fine, but direct users to the labels on UI elements, not the kind of element (such as menu or button).

Click Continue


Click the Continue button


Omit unnecessary phrases

You can skip many common introductory phrases and get right to the point.

Delete this photo?


Are you sure you want to delete this photo?


Register to vote


You must register before you can vote


Want to…


Do you want to…


Use consistent verbs across the arc of an action

The framing concept of an action is typically a verb. Pick one and use it consistently across the micro-narrative of an action.

Remove photo


Menu item

Delete photo


Menu item

Remove photo?


Dialog title

Remove photo from page?


Dialog title

Remove this photo from this page?


Dialog text

Cancel | Remove


Dialog buttons

Cancel | OK


Dialog buttons

Lead with the goal, not the method

Motivate the user to learn how to perform a task.

To remove a photo from this album, drag it to the trash


Drag a photo to the trash to remove it from this album


Reveal detail only as needed

Don’t burden the user with every detail and caution up front. Reveal increasing detail about features as the user explores them and needs the information.

Remove downloaded book?


Are you sure you want to remove this downloaded book? You won’t be able to access it unless you’re online.


Never say “never”

Avoid “never” and other absolutes.

Your circle names aren’t shared


We’ll never share your circle names


Text for buttons and related elements

Buttons appear in dialogs and similar user interfaces, but they can also appear as blue or underlined text.



[ Action ]

See guideline about using consistent verbs for the arc of an action.


Use for multi-step processes.


Cancel an action.


Cause a message or dialog to disappear without any other consequences.


Good for the end of a multi-step process that ends with confirmation.

Got it

A nice alternative to “OK” or “Dismiss” for buttons that cause a message to disappear without other consequences.

Learn more

Think of this as a borderless (flat) button.


Use for multi-step processes.

No thanks

Omit the comma.

Not now

Don’t use this abused phrase except in rare cases where the call to action in the dialog is essential to the functionality of the product, for legal reasons, or for another urgent reason. Never use “Not now” as a mechanism to avoid providing a “No thanks” option.


Use an action that’s relevant to the task at hand, like “Remove” or “Save”; “OK” is becoming the “whatever” of button labels.


Useful to give the user a lightweight way to get on with the task the dialog or other affordance interrupted.

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Be friendly, respectful, and focus on the user

Text in your UI should complement your visual UI: intuitive, efficient, casual, and trustworthy. Charm peeks through, but never upstages the user.

MyApp isn’t responding

Do you want to close it?



Activity in MyAppActivity (in the  MyApp app) is not responding


Be humble

Don’t brag or over-promise. Reveal what a feature does, don’t say how great it is.

All your savings in one place


Great deals at places you’ll love


More restaurant reviews


All restaurant reviews


Be inviting

Focus on the benefits of each feature. Omit implementation details, caveats, and restrictions at the entry points to features (buttons, menu items, links, and promotions).

To save power, switch Location mode to Battery saving mode.


Manually control GPS to prevent other apps from using it.


Be positive

Present information in a positive light: it’s reassuring.

Use 24 characters or fewer for file names.


Your file name must be less than 25 characters.


Be essential

For every message, ask yourself: does the user really need to know this? Err on the side of letting users stay focused on their own tasks. Sometimes the most effective UI is no text at all.

Avoid messages that suggest that it’s surprising or unusual that a user’s simple action was successful.

Signing in...

Your phone is contacting Google. This can take up to five minutes.


Signing in...

Your phone needs to communicate with Google servers to sign in to your account. This may take up to five minutes.


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Use sentence-style caps

Use sentence-style caps for all titles, headings, labels, menu items — any place where you might be tempted to use “Title-Style Caps.”

Avoid ALL-CAPS except where the material spec requires them, for example, the Button style.

Search settings


Search Settings




Capitalize product names only when referring to a product as a product

Don’t capitalize the things you create or work with when using that product.

Visit our Google+ page.


Visit our Google+ Page.


Skip periods and other unnecessary punctuation  

For labels, hover text, setting labels, stacks of links, promos, and so on, avoid periods. This gives you the flexibility to mix sentences and sentence fragments, for example, in lists. It also reduces visual clutter and helps readers parse your text at a glance. Skip the colon after UI labels (“Share with” not “Share with:”).

Use a period or force fragments into full sentences where:  

  • You need to use more than one sentence—even if they’re short sentences.
  • You have a set of parallel labels where one of the set must be a sentence. Make them all full sentences and use periods (or question marks, etc.).
  • The sentence is part of a larger, more formal UI element, such as body text in a dialog.

Use contractions  

Don't make a sentence harder to understand just to follow this rule. For example, "do not" can give more emphasis than "don't" when you really mean it.

it’s, can’t, wouldn’t, you’re, you’ve, haven’t, don’t


it is, cannot, would not, it’ll, should’ve


Avoid exclamation points  

Ask yourself, would someone shout (exclaim) that?



Learn about the new features of Calendar!


Good job!


“1, 2, 3” not “one, two, three”

Use numerals in place of words for numbers.

One exception is when mixing uses of numbers: "Enter two 3s."

You have 3 messages


You have three messages



Omit punctuation after phrases and labels to create a cleaner and more readable interface.

Use punctuation to add clarity or be grammatically correct.





Omit for fragments and single sentences in affordances like toasts, snackbars, butterbars, and labels. Do punctuate full sentences in body text, for example, in the body of dialogs.  

Place inside quotation marks (unless you’re telling the reader what to enter and it’s ambiguous whether to include the period).



Place inside of quotation marks.

Use the serial comma.

Exclamation points


Avoid exclamation points for anything you wouldn’t actually shout out loud (exclaim).



: or \u003A

Omit from labels, for example, in the labels for fields in a form.

Quotation marks


“ “ or \u201C

” ” or \u201D

‘ ‘ or \u2018

’ ’ or \u2019

Use real quotation marks, not the inch and foot symbols.

The right single quotation mark symbol is also used for apostrophes.

Never use the generic quotes ", ' or free-standing accents `, ´ (\u0022, \u0027, \u0060, \u00B4). These are never right for quotation marks, apostrophes, or primes.


′ or \u2032


″ or \u2033

Use prime (′) only in abbreviations for feet, arcminutes, and minutes. For example: 3° 15′

Use double-prime (″) only in abbreviations for inches, arcminutes, and minutes. For example: 3° 15′ 35″

Do not use generic quotes ", ' or free-standing accents `, ´ for primes.




Use to indicate an action in progress ("Downloading…") or incomplete or truncated text. No space before the ellipses.

Omit from menu items or buttons that open a dialog or start some other process.

Midline ellipses (three-bullet glyphs) are also used to represent numeric truncation and the redaction of sensitive data, such as credit cards.

Double angle brackets

 >>, << &laquo; or \u00AB

&raquo; or \u00BB

Omit from links or buttons that open another page or move to the next or previous step in a process.

Em dash


&mdash; or \u2014

Shift+Option -

Avoid: usually indicates your sentence structure is too complex.

Don't use consecutive hyphens (-- or ---) in place of the em dash.

En dash

&ndash; or \u2013

Option+ -

Use instead of a hyphen to indicate a range. Omit spaces between the en dash and adjacent characters. (Our date and time libraries set en dashes with surrounding spaces as is appropriate for other languages.)

For example:
8:00 AM–12:30 PM
3–5 kg



Use hyphens to avoid ambiguity in compound adjective-noun or noun-participle pairs and in some prefixes.

For example:

“5-mile walk”

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People of all ages, cultures, backgrounds, and education levels rely on the English versions of products. Many of the writing guidelines support writing for non-native English speakers and for localization (the translation and adaptation of content for international use). Simple, clear English makes it easy for anyone to understand your product.

This section focuses on how to write English in a way that makes products more useful in English and other languages around the world.

Don’t use culturally specific idioms, metaphors, or examples

Culturally specific language can be difficult to translate and may be inappropriate in some locales.

Discover great offers


Snag great offers


No offers left.


Bummer. There are no offers left.


Great job!


You really hit it out of the park!


Be careful with “left” and “right”

Interfaces for languages with right-to-left scripts may be mirrored when a product is localized.

Avoid gender ambiguity

English is one of the few languages that allows gender ambiguity (for example, “you can see their picture”). Most other languages must be more specific (“you can see his or her picture,” for example).

Be specific about gender whenever possible (his, her, and so on).

Write clear string descriptions

Provide clear descriptions of your strings as comments in the code. Linguists rely on context from descriptions to translate strings in a meaningful way to other cultures, beyond literal translations of English text.