Voice
How the system sounds when it talks — rules and examples for headlines, microcopy, and more.
Headlines
How to write headings that carry weight without shouting.
- Write in sentence case, not title case.
- Prefer nouns and verbs over adjectives. Remove the first adjective; if the headline still works, remove it.
- Keep under 10 words. If you need more words, you need a subhead instead.
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