Consistent grammar and mechanics keep the interface clear, scannable, and easy to translate.
Capitalization
Use sentence case (capitalize the first word only) for headings, subheadings, buttons, card titles, and email subject lines. Capitalize proper or trademarked nouns, equipment makes and models, and job titles when they appear directly before or after a person’s name.
Do
Add lot to auction
Don’t
Add Lot To Auction
Contractions
Use contractions — they’re short and conversational.
Do
Can’t, it’s, you’re, doesn’t
Don’t
Can not, it is, you are, does not
Headings and subheadings
Headings and subheadings are titles that refer to sections of the interface. They should be informative and descriptive — highlighting the most important concept — and concise and scannable, so people can find what they need at a glance.
Lists
Use a bulleted list when items are related but sequence or priority doesn’t matter. Introduce the list with a full sentence and a colon, and capitalize the first word of each bullet. Use a numbered list when order matters — for example, the steps to consign a lot.
Numbers, dates, and currency
Use numerals (“9”, not “nine”). Use commas for numbers with four or more digits (“$142,500”), and avoid shortening numbers (“12,000 hours”, not “12 k hours”).
Do
You have 5 lots to review before the auction.
Don’t
You have five lots to review before the auction.
Pronouns
Refer to people as “you”. Don’t speak for people with phrases that use “I” or “my” — except when getting consent or granting permissions, where “I” is appropriate.
Do
Change your email address in your Profile.
Don’t
Change your email address in My Profile.