Spelling

Use American spelling (in general).

British spelling applies for the Great Britain market only.

utilize	utilise
color	colour

Use sentence-style for all titles, headings, labels or menu items.

Search settings	Search Settings
Terms and conditions	Terms and Conditions

Capitalization

Proper names and titles

Mr Goldsmith is a baker but Mr Baker is a goldsmith.	Mr goldsmith is a baker but mr baker is a goldsmith.

Punctuation

• Follow the rules and conventions for English texts. Stops (. ? ! : ;) are always followed by only a single space.
• Do punctuate full sentences in body text, for example, in the body of dialogs.
• Avoid punctuation after phrases, and labels to create a cleaner, and more readable interface.
• Do not use a full stop at the end of a heading.
• Use full stops, question marks, or exclamation marks before the closing quote.

Avoid exclamation marks.

Your files are uploaded.	Your files are uploaded!

but:

Use an exclamation mark after an exclamatory word, phrase, or sentence.

Success!	Success.
Congrats!	Congrats.
Welcome!	Welcome.

Use a hyphen to indicate a range or span of numbers.

The shipment takes 3 - 5 days.	The shipment takes 3 to 5 days.

Use a colon to indicate that a list, qualification, quotation, or explanation is about to follow.

• Do not use colons at the end of headings.
• Colons do not require the next word to start with a capital.
• Colons should be closed up to the preceding word, letter, or number.

Edit your profile as follows:	Edit your profile as follows

Use ampersands only if part of a company or brand name.

Ben and Dan	Ben & Dan
Ben & Jerry’s	Ben and Jerry’s

Numbers

Use numerals instead of spelling out numbers.

You have three orders.	You have 3 orders.
You have one product in your cart.	You have 1 product in your cart.

Separate numbers over three digits with a decimal separator, according to country-specific standards.

Abbreviations

Truncations take a point at the end.

fig.	fig (figure)