# Writing Principles
From error messages to button labels, these principles will show you how to write content that's helpful and easy to understand
# Principles
# Be Accessible
Accessibility is good design. It's not about sacrificing one for the other. And remember that when you're writing with accessibility in mind, you're also writing for inclusiveness and localization.
# Be Action-focused
People have a goal when they open the product. They are logged in to complete an action, not to read copy, no matter how beautiful it may be. Try to make every message focused on the action.
# Be Authentic
Every piece of language will have an impact on people, including the words in the product. Be transparent so that users understand why they have to do a certain action. Learn about our product voice and tone.
# Be Brief
Less is more. Get to the point quickly. Remember that most users will be skimming. But, don't let brevity be get in the way of first making sure that your content is accurate and clear.
# Be Clear
Write plainly. The goal is that everyone should be able to understand it on first read. The importance of being clear comes ahead of trying to sound impressive.
# Be Consistent
Be consistent with the words and phrases you're using. Inconsistent language trains your readers to look out for and expect inconsistency. Check out the product glossary (opens new window) for correct terminology of Benevity words.
# Be Contextual
Provide context so that users better understand what they are supposed to do. Consider the audience at all times. Will they be reading this message on their phone, laptop or tablet?
# Be Conversational
Write in a familiar and natural way, like you would in a conversation. More human, less robot.
# Be Playful, Sometimes
Playful copy is a good way to inspire and attract users, but it shouldn't come at the cost of all the other principles above. Check out the graphic below to learn more on when it's a good time to by playful.
# Playful vs Functional
Consider the context when deciding to be playful or functional. Where is the user at in their journey?
