Essential details of content design

Countless details go into the crafting of user interface, marketing, and help content. Customers don’t usually notice editorial style, unless we get it wrong. Follow these guidelines to make sure editorial errors don’t distract users from moving forward.

Have questions? Want to see or add other examples? Ask in the #sbg-xd-voice-and-tone Slack channel. Or email us.



Follow these 12 suggestions for designing great content


Emphasize, clarify, and keep it, and users, moving


Use with care. A little goes a long way


Keep content simple, conversational, and personable

Word list

Use and spell these terms and concepts correctly

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