Style Writing


Text should be understandable by anyone, anywhere, regardless of their culture or language.

Clear, accurate, and concise text makes interfaces more usable and builds trust.

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


UI button text


Google guidelines generally follow the Associated Press (AP) style guidelines.

Text should be simple, concise, and direct


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

Addressing users

Your UI may address the user using either:

  • Second person, “you” or “your”: Use this conversational style for most situations, as though the app is speaking directly to the user.
  • First person, “I” or “my”: In some cases, you may need to use this form of address to emphasize the user's ownership of content or actions.

Quickly open the camera without unlocking your screen

Your places

Addressing the user with the second person using “you” or “your”

I agree to follow the Google Terms of Service

My Account

Addressing the user with the first person using “I” or “my”

Avoid mixing "me"/"my" with "you"/"your.” It can cause confusion to see both forms of addressing the user in the same context.

Change your preferences in My Account.


Avoid the pronoun “we”

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+.


One exception is when a human 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 more personable.

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

Write in small, scannable segments to facilitate navigation and discovery.

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


Send (and receive) money with friends and family in the US 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.


Write in the present

Use the present tense to describe product behavior. Avoid using the future tense to describe the way a product always acts.

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

Write simply and directly

Use simple, direct language that is easy for users to understand.

Common introductory phrases may be omitted.

Save changes?


Would you like to save your changes?


Message sent


Message has been sent


Register to vote


You must register before you can vote


Delete this photo?


Are you sure you want to delete this photo?


Write for all levels of readers

Pick common words that are clearly and easily understandable to both beginning and advanced English readers.

Turn on Location History


Enable Location History


Avoid industry-specific terminology or names invented 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


Use consistent words in all parts of a feature

Use verbs in a consistent manner across the description of an action.

Remove photo


Menu item

Delete photo


Menu item

Remove photo?


The dialog title is short.

Remove photo from page?


The dialog title is longer than necessary.

Cancel | Remove


Dialog buttons

Cancel | OK


Dialog buttons

Begin with the objective

If a sentence describes both an objective and the action needed to achieve that objective, start the sentence with the objective.

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

It's not necessary to describe every detail in the first interaction. 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 as blue or underlined text.



[ Action ]

See above guideline about using consistent verbs.


Allows multi-step processes


Cancels an action


Causes a message or dialog to disappear without any consequences


Confirms the completion of a multi-step process

Got it

Causes a message or dialog to disappear without any consequences (similar to OK)

Learn more

Takes the user to additional content


Takes the user to the next step of a multi-step process

No thanks

Allows a user to decline

Not now

Let’s a user postpone an action or decision. Use only when the call to action in the dialog is essential to the functionality of the product, for legal reasons, or for another urgent reason.

Do not use “Not now” as a mechanism to avoid providing a “No thanks” option.


Allows the user to confirm an action that’s relevant to the task at hand


Gives the user a way to avoid an interruption and proceed with a task

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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.


Capitalization & punctuation Expand and collapse content An arrow that points down when collapsed and points up when expanded.

Use sentence-style caps

Use sentence-style caps for all titles, headings, labels, menu items – any place that considered for “Title-Style Caps.”

Avoid capitalizing all letters except where the material spec requires them, such as the Button style.

Search settings


Search Settings




Capitalize product names appropriately

Only capitalize product names 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

To help readers scan text at a glance, avoid using periods and other unnecessary punctuation.


You should skip periods in solo sentences (or phrases) in these UI elements:

  • Labels
  • Hover text
  • Bulleted lists
  • Dialog body text

Periods should be used for:

  • All items in a bulleted list, if any bullet contains multiple sentences
  • Sentences followed by a link (place the period before the link, not after)
  • Dialogs with multiple sentences

Share your photos with friends. Learn more


Place periods after sentences followed by a link.

Share your photos with friends. Learn more.


Sentences followed by a link should place the period before the link, not after.

To narrow your targeting from all countries and territories, add a location


Undo bulk edit?

If you undo this bulk edit, everything you changed will go back to its previous state


Skip periods after solo sentences of body text.

Undo bulk edit?

If you undo this bulk edit, everything you changed will go back to its previous state.


Don’t place periods after body text if there is only a single sentence present.


Skip colons after labels.

Share with


Share with:


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 needed.

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

Exclamation points should be avoided as they could come across as shouting.



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, such as "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, 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, except when using an ampersand (&) in a list of three or more items, such as “you, me & my dog.”

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 using em dashes.

En dash

&ndash; or \u2013

Option+ -

Use an en dash instead of a hyphen to indicate a range, without spaces (in English).

Avoid using dashes to separate text. If you must use dashes for this purpose – like this – use an en dash surrounded by spaces.

Example of use with a range:
8:00 AM–12:30 PM
3–5 kg



Use hyphens to represent negative numbers.

For example:

Use hyphens to avoid ambiguity in adjective-noun or noun-participle pairs.

For example:
5-mile walk


( )

Use parentheses only to define acronyms or jargon.

For example:
“Secure web connections are based on a technology called SSL (the secure sockets layer).”

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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.

Example of Japanese writing

Example of Thai writing

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.

In this example of a right-to-left (RTL) interface in Arabic, the interface is mirrored relative to English.

Example of a left-to-right (LTR) interface in English

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.