Content
Writing and designing content in a thoughtful way makes your app usable, accessible, and readable.
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.
Voice and tone is important
Expressing your brand through written content shouldn’t contradict Shopify’s voice and tone. This helps maintain a cohesive experience for merchants.
Product content
Anchor link to section titled "Product content"The following are some principles behind writing product content for a quality merchant experience.
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 may not speak English as their first language. Content can easily be mistranslated or misinterpreted.
Structure your content in a clear, efficient way.
Mandatory
Use headings, bullets, and short sentences to make your content more scannable.
Mandatory
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.
Caution
Be careful when using industry jargon and technical terms. Only use them if it helps clarify something for the merchant.
Unacceptable
Avoid large blocks of text, as it’s hard to scan and gather the most important information quickly.
Unacceptable
Avoid 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.
Mandatory
Use a single noun, verb, or phrase to describe a specific thing, action, or concept.
Unacceptable
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.
Mandatory
For calls to action (CTAs), start with a strong verb that describes the action. Use active voice to clarify the subject and the action.
Mandatory
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.
Mandatory
Give merchants enough information to make the right decision on their own.
Unacceptable
Don’t oversell or overpromise. This can break trust with customers.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.
