We write for users, not ourselves. This means we

  • Write copy that is useful. If a message isn’t relevant, remove it. If it isn’t specific and actionable, rewrite it.
  • Choose language that is clear and easy to understand. When possible, use fewer words. Every word should demonstrate value to the user and reflect business and brand goals.
  • Avoid non-sequiturs, obscure references or non-standard turns of phrase that may confuse or interrupt.
  • Keep copy scannable. Use content patterns to support scanning and promote familiarity with messaging.
  • When possible, use progressive content disclosure to improve clarity and reduce cognitive load.
  • Help users avoid errors and roadblocks. Make sure content helps users recover quickly if those things happen.
  • Use inclusive language across the board. Speak directly to users when we know enough about them to earn that right.
  • Consider using imagery to signal reassurance and whimsy. Well-chosen illustrations can be more universal, less open to negative interpretation, and localize more effectively.

Point of View

In general, use the second person (“you”) to address the user in Firefox products. Avoid using the first person (“my” or “I”) in interface copy, since it can create confusion about who is being addressed. Avoid pronouns, when possible, in interface copy (e.g., “name” instead of “your name”).

Provide Adequate Context

Providing context for key features/tasks and stating their importance helps users understand the benefits of Firefox.

Positive example from the Tracking Protection section in Preferences

Checkmark icon indicating a good choice Do

Pair Firefox-created terms (e.g., Tracking Protection) with meaningful descriptions.

Negative example from the Tracking Protection section in Preferences

Cross icon indicating a bad choice Don’t

Don’t use Firefox-created terms as a substitute for clearly explaining options.

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Prioritize User Over Program

Create content that anticipates user needs, not content that reflects a Firefox state or activity.

Positive example from the Default Search Engine section in Preferences

Checkmark icon indicating a good choice Do

Explain how to use Firefox features and options.

Negative example from the Default Search Engine section in Preferences

Cross icon indicating a bad choice Don’t

Don’t explain what Firefox is doing.

Educate Openly

Educate users about features and options without talking down to them or appearing to judge them.

Positive example from Reset Password in Firefox Sync

Checkmark icon indicating a good choice Do

Alert users if they can’t undo an action. Explain consequences and alternatives. Be brief, but thorough. Answer questions users will most likely have.

Negative example from Reset Password in Firefox Sync

Cross icon indicating a bad choice Don’t

Don’t use confrontational language. Don’t try to scare users into learning more.

Be Human

Use easy-to-understand language that aligns content with functionality. Focus on what happens to the user, not on what is happening to the software. It is better to be not wrong than to be exhaustively technically accurate.

Positive example from Change Master Password in Firefox Sync

Checkmark icon indicating a good choice Do

Explain features or options using human language to help users understand benefits and outcomes.

Negative example from Change Master Password in Firefox Sync

Cross icon indicating a bad choice Don’t

Don’t explain the wrong thing or be overly broad about the consequences of user actions.

Maintain Parallel Constructions

Create a clear distinction between the meaning of words and phrases.

Positive example of a parallel costruction in a settings for showing images. The options are: always, only over Wi-Fi, and Never

Checkmark icon indicating a good choice Do

Use a parallel structure to present options.

Negative example of a parallel costruction in a settings for showing images. The options are: always, only over Wi-Fi, and Blocked

Cross icon indicating a bad choice Don’t

Don’t ask users to choose from unrelated values.

Ensure Content is Appropriate

Consider a user’s likely goal, desire or state of mind. Anticipate confusion or frustration and respond appropriately. Prioritize utility over personality.

A positive example for creating a new password. The copy says: Must be at least 8 characters

Checkmark icon indicating a good choice Do

Give users simple, straightforward help in completing tasks that have specific nuances or requirements.

A negative example for creating a new password. The copy says: Creating a password with at least 8 unforgettable characters

Cross icon indicating a bad choice Don’t

Don’t use humor or rely on personality in places where it isn’t warranted, may be misunderstood, or gets in the way of task completion.