From the document "Grammar Standards for Xcel Energy Websites" Version 04 published October 11, 2016 by Andrew Zimmerman
A website that implements its design standards in a consistent manner is more likely to be considered “user friendly” than one that inconsistently applies design standards1. Design standards include copy and content formatting.
This section proposes web copy and user interface element format rules. These rules complement the standards provided in Xcel Energy’s 2016 Brand Standards document2. Applying these rules should result in a consistent experience for website users.
Copy should be written in a deliberative manner but use a simple, direct, and conversational tone. Avoid jargon or buzzwords. Unclear labelling or instructions can confuse users. Ensure copy isn't too long. Copy should be clear, concise, and use natural language.
Capitalize only the first letter of data labels unless a word used in the data label otherwise deserves capitalization, like proper names, abbreviations, etc. The following user interface elements should use sentence case capitalization:
Use English title capitalization rules for titles by capitalizing the first letter of each word on web pages and web parts. The following user interface elements should use title case capitalization:
The English language is full of exceptions. For attribute values that indicate the property or data field hasn’t been set, or the location is intentionally left empty, use the non-capitalized words or phrases such as “empty”, “none”, “not set”, “unassigned”, or “no alerts”. Some specific words and acronyms are always capitalized for branding or common industry recognition. Examples:
Date and time formats should generally be displayed in the user's local time zone. Any exceptions to this should include the timezone being used to display the time and date. In addition, dates and times shall always be localized to use the most recognizable format for the user's locale. Use words like "Today" and "Yesterday" as it doesn't force the user to remember today's date to process the information.
Here are examples of recommended date and time formats. In each of these examples, showing seconds is optional:
Generally spell out numbers below 10 and use figures for 10 and higher. Spell out an approximate number if it can be expressed in a few words.
Spell out numbers, except years, that begin sentences. Try to avoid starting sentences with numbers.
Write out stand-alone fractions.
Avoid sucessive numerals in a single expression.
The Oxford comma is an optional comma before the word ‘and’, or another conjunction, at the end of a list. Xcel Energy uses the Oxford comma. Insert a comma before the conjunction that stands prior to the final item in the series.
1. “Achieving and Balancing Consistency in User Interface Design” by Michael Zuschlag, July 19, 2010. Retrieved July 25, 2016.
2. “Xcel Energy 2016 Corporate Identity / Brand Standards Manual”. Retrieved July 25, 2016.
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