Foundations
Voice & copy
Direct, specific, short. Each section should be read in about ten seconds.
House rules
| Rule | Example |
|---|---|
| No em dashes - a spaced hyphen instead | Built for one page - and it sold. |
| Straight quotes, not curly | "like this" |
| Multipliers take a capital X | 3.2X · 31X, never 3.2× |
| Rupees with the symbol | ₹399 |
| Ranges with an arrow in prose, en dash in numbers | 2022 → 2023 · ₹6–15k |
| British spelling in UI | colour |
| Sentence case for headings and buttons | Explore Case Study is the one title-case exception, kept as shipped |
Case-study copy
- Lead with the claim, then the evidence. One claim per section.
- Name the problem, not the process: "Why patients never came back", not "Research phase".
- Annotations say what to look at, in one line.
- No process theatre - personas and SWOT are cut unless they changed a decision.
Microcopy
Do
- "Copied to clipboard"
- "Nothing matches that."
- "Enter a 10-digit phone number"
Don't
- "Success!"
- "Oops! Something went wrong :("
- "Invalid input"