Of the 9 chapters, 3 have been finalized and delivered (numbers, technical capitalization and acronyms); the rest are in progress. The examples below use a neutral automotive scenario, with no confidential data.
Numbers, time, dates and measurements
Standardized approach to how numbers, times, dates and units appear, prioritizing scannability and reduced ambiguity. Numbers up to ten spelled out in running text; figures for data, prices and technical specs.
Real examples- ◦24-hour time format, with a colon: 8:00, 14:30.
- ◦Dates spelled out when there is room; abbreviated in tight interfaces: June 9, 2026 or 06/09/2026.
- ◦Measurements always with a space between number and unit: 60 km/h, 1.4 turbo, 12 V.
- ◦Instead of 130hp output, prefer 130 hp output.
Accessibility, representation and communication ethics
Guidelines so content is readable by screen readers, free of ableism and stereotypes, and honest with the customer. Describe what matters, avoid exclusionary visual metaphors and never promise what the product cannot deliver.
Real examples- ◦Links and buttons with descriptive labels: Book your service, never just click here on its own.
- ◦Neutral, plural language whenever possible, without reinforcing gender roles.
- ◦Images with informative alt text, describing the essence of the scene.
Open Graph and metadata
Structure for how title, description and Open Graph are written for search and sharing. Objective title with the keyword up front, and a description with a clear call within the character limit.
Real examples- ◦Title up to 60 characters, with the main term first.
- ◦Meta description up to 155 characters, with an action verb and a benefit.
- ◦Dedicated og:title and og:description, never accidentally inherited from the homepage, with og:image always set.
Technical capitalization
Standardized use of capitals depending on context: sentence case for general content, title case for feature and resource names, all caps for acronyms, and lowercase for URLs and digital addresses. Excessive uppercase clutters reading and reduces accessibility.
Real examples- ◦Sentence case for general content: unmatched power.
- ◦Title case for feature names, vehicle resources and navigation categories: panoramic sunroof, blind spot monitoring.
- ◦All caps for acronyms and abbreviations: ADAS, ABS, GPS.
- ◦Lowercase for URLs, emails and digital addresses: www.example.com/vehicle.
- ◦Avoid excessive use of capitals: they make reading harder and reduce accessibility. Keep consistency across all contexts.
Acronyms
Clear rules on when to explain and when to assume the acronym is known. On first mention, spell it out followed by the acronym in parentheses; after that, use the acronym alone. Widely known acronyms need no explanation.
Real examples- ◦First mention explained: Lane Keeping Assist (LKA).
- ◦Established acronyms with no explanation: ABS, GPS, USB.
- ◦Plural acronyms without an apostrophe: SUVs, EVs.
Punctuation
Standardized punctuation to favor clarity and reading rhythm on screen. Short sentences, full stops on complete sentences, and no decorative dashes when a period or colon does the job.
Real examples- ◦Short list items take no full stop; full-sentence items do.
- ◦Ellipses and exclamation marks sparingly, only when they add real intent.
- ◦Use a colon to introduce and a period to close, avoiding the decorative dash.
Superlatives: emotion vs. precision
Balance between advertising punch and technical honesty. Superlatives only with real, verifiable backing; when there is no data, swap the empty emotion for a concrete benefit.
Real examples- ◦Instead of the best car in recent times, prefer unmatched power — keeps the grandeur, but in a palpable way.
- ◦Superlative with proof: the largest trunk in its class, with 500 liters.
- ◦Concrete benefit in place of generic exaggeration.
Titles
Guidelines on how titles communicate value in few words, with clear hierarchy and focus on what matters to the reader. One H1 per page, scannable titles that deliver the main information up front.
Real examples- ◦Title with the benefit first, not the brand first.
- ◦Consistent hierarchy: a single H1, H2 for sections, H3 for details.
- ◦No full stop in titles; sentence case, capitalizing only the first word and proper nouns.
Error messages
Standardized error messages that explain what happened, why, and the way out, without blaming the user or using technical jargon. Human tone, focus on the solution and context-specific language.
Real examples- ◦Say what happened and the next step, not just error.
- ◦No blame or raw codes: nothing like you typed it wrong or error 500.
- ◦Instead of invalid field, prefer enter a 5-digit ZIP code.