Voice and tone
Anchor link to section titled "Voice and tone"Your written content’s voice and tone help you talk to merchants in a consistent, recognizable way.
Voice refers to aspects of writing that are consistent across all contexts and audiences. Tone can change based on the audience and their current context.
Learn how to apply Shopify’s voice and choose the right tone, no matter what app you’re building, by referring to the Polaris guidelines on voice and tone.
Product content
Anchor link to section titled "Product content"The following are some principles behind writing product content for a quality merchant experience.
Do Not
Don’t duplicate content, such as adding a page title under the App Bridge-set page title, adding horizontal navigation when using the App Bridge ui-nav-menu web component or NavMenu React component, or presenting the same content in different ways on the same page.Use plain language
Anchor link to section titled "Use plain language"Shopify merchants are located all over the world, have varying levels of literacy, and might not speak English as their first language. Content can easily be mistranslated or misinterpreted.
Structure your content in a clear, efficient way.
Must Do
Use headings, bullets, and short sentences to make your content more scannable.
Must Do
Use clear terms that are easily understood. As a benchmark, aim for a United States grade 7 reading level. You can check reading levels with tools like Hemingway App.
Do Not
Don't use jargon or overly technical language that might be difficult for merchants to understand.
Do Not
Don't use large blocks of text, because they're hard for merchants to scan and gather the most important information quickly.
Do Not
Don't use idioms and phrases with indirect or ironic meanings, as they can be misinterpreted or mistranslated.Be consistent
Anchor link to section titled "Be consistent"To help merchants understand key concepts and actions, use terms in a consistent way.
One way to ensure consistency is to identify and eliminate synonyms for key concepts and actions.
Must Do
Use a single noun, verb, or phrase to describe a specific thing, action, or concept.
Do Not
Don’t use multiple synonyms to describe a specific thing, action, or concept.Encourage action
Anchor link to section titled "Encourage action"Merchants use Shopify to get things done for their businesses. Write content that helps merchants understand and take the most important actions.
Must Do
For calls to action (CTAs), start with a strong verb that describes the action. Use active voice to clarify the subject and the action.
Must Do
Prioritize the most important information and tasks. Break complicated tasks into steps that focus on individual actions.Write in a way that puts your merchant at the center and in control. Provide merchants with tools and knowledge for making the best decision.
Must Do
Give merchants enough information to make the right decision on their own.Grammar and mechanics
Anchor link to section titled "Grammar and mechanics"For spelling, punctuation, and other grammatical considerations, refer to the Polaris guidelines on grammar and mechanics.
Must Do New
Apps must use proper grammar throughout to ensure the best experience for merchants.
