# Fundamentals

Source: https://design.ritchiebros.com/content/fundamentals/

These fundamentals apply to every piece of content you create. Whether someone is consigning a fleet of excavators or placing a last-second bid, the best tools feel easy from the very first use — that’s what we build with Orbit.

## Content and design work together

Words are an essential part of the design — very few interfaces make sense without content. But each word adds noise to the experience, so weigh every word.

- Only add content that’s necessary for clarity.
- Let visuals and icons do the talking wherever you can (“+”, not “+ Add”).
- Remember design doesn’t always dictate content — not every situation calls for subcopy, even if the component supports it.

## Keep it lean

Too much content makes a tool feel hard to use; not enough leads to confusion. Great design finds the sweet spot.

- Find the shortest, clearest way to give people only the info they need to take action.
- Skip punctuation, except for questions or text with two or more sentences.
- Get rid of any repetition.

## Write like people talk

Don’t worry too much about voice and tone — focus on sounding human.

- Use plain language.
- Use contractions (“don’t”, not “do not”).
- Some jargon is okay, as long as it’s what buyers and sellers actually say — “lot”, “reserve”, “buyer’s premium”.
- Aim for around a 7th-grade reading level — it’s easiest to digest.

**Do:** Read it out loud. If it sounds like something a person would say, ship it.

**Don’t:** Write formal, robotic copy that no one would say aloud.

## Inspire action

Don’t overwhelm people with too many choices or too much information upfront.

- Focus on the one thing people need to know or do next.
- Start sentences with verbs so they read like actionable instructions.
- Be direct (“Add a lot”, not “You can add a lot”).
- Use design — font size, placement — to communicate importance.
- Break multi-part tasks into digestible steps (progressive disclosure).