Guidance and examples for writing consistent content.

Find useful guidance and examples of accurate grammar, punctuation and formats to improve the usability of digital content.

Microcopy is the text that appears on a screen or through voice to guide people when they interact with a digital product.

Design content with clarity, empathy and simplicity using these principles.

Content that is easy to understand for everyone who needs it is a vital part of every digital experience.

Voice expresses our brand personality. It is consistent and should be as recognisable in words as it is in design. Tone is adaptable, to suit the different contexts of user experience in digital products and services.

Content

Everyone included

Inclusive language

Accessible content

Easy to read

Plain English

People first

Our brand in words

Voice and tone

Useful

Microcopy

A-Z of terms and formats

Colour

Flags