Some essentials

Naming your application

Choose descriptive names that are easy to understand. Often application names appear in noun form. Avoid application names that are too specific, too generic, or too complicated to localize. Choose names that don’t need shortening and look good on the menu grid.


The use of capital letters may depend on the product or service that you’re working on. As a general rule, capitalize only the first word of a sentence or text. If you’re in the middle of a phrase or sentence, capitalize the first word of application names and folder names. Capitalize the first word of other names, too, but refer to third-party applications and service names by using their own terminology and spelling.

Numbers in text

Spell out numbers from zero to nine and use numerals from number 10 onwards. Variables are always shown as numerals. If the sentence has both single and double digit numbers, use numerals for them all.

Shortening words – or how to avoid it

Truncation is a method used by the software to make the texts fit in the given space. In general, UI texts should not be truncated but you should create texts of suitable length. If the text you created does not seem to fit, try to rephrase the message. If that does not help, try removing articles or hyphenating words. If you cannot avoid shortening words, begin with the ones that have commonly used abbreviations or short forms. After that, consider shortening words that are not key words in the message. An acronym or initialism can also be used for example when the main term is too long for a particular menu layout.


Avoid punctuation marks or special characters on the main menu level. Lower down the UI, don’t put a full-stop at the end of a single phrase or one-word heading. Follow normal punctuation rules in all other cases. Only use exclamation marks at the end of greetings, like ‘Hi!’ or ‘Welcome!’. In waiting notes, a progressive verb form and graphic are used as indicators of ongoing activity – not ellipses.