Foundations
Content guidelines
Clear, consistent language builds trust. These guidelines apply to UI labels, error messages, empty states, buttons, and documentation across all Flux-powered products.
Voice and tone
Flux products speak with a consistent voice — the personality stays the same across contexts. Tone adapts based on the situation.
Clear
Use plain language. Avoid jargon. If a 12-year-old can't understand it, simplify.
Concise
Cut filler words. Every word earns its place. Prefer one sentence over two.
Helpful
Guide users to the next step. Don't just describe the problem — offer a path forward.
Style and grammar
| Rule | Do | Don't |
|---|---|---|
| Sentence case | Save changes | Save Changes |
| Active voice | Export the report | The report can be exported |
| Present tense | Your file is ready | Your file will be ready |
| Second person | You have 3 notifications | The user has 3 notifications |
| Contractions | You don't have permission | You do not have permission |
| Oxford comma | Red, blue, and green | Red, blue and green |
| Em dash | Save — then continue | Save - then continue |
| Ellipsis | Loading… | Loading... |
UI copy patterns
Buttons and CTAs
Use verb + noun
Download report
Download
Be specific
Create merchant
Create
Match the action
Delete account
OK
Error messages
Say what happened
Payment failed — card declined by your bank.
An error occurred.
Say what to do
Try a different card or contact your bank.
Please try again.
No blame
We couldn't process this payment.
You entered invalid details.
Empty states
Explain the context
No transactions yet — they'll appear here once processed.
No data.
Offer a next step
Create your first payment link to get started.
Nothing to show.
Form labels
Noun phrases, not questions
Business name
What is your business name?
No redundant 'Enter'
Email address
Enter your email address
Mark required clearly
Mobile number *
Mobile number (required)
Numbers, dates, and currency
Dates
- Use ISO-like: 12 Jun 2026
- Avoid ambiguous: 06/12/26
- Relative for recent: 2 hours ago, Yesterday
- Absolute for historical: 14 Mar 2025
Currency
- Always include symbol: ₹1,24,320
- Use Indian numbering for INR: 1,24,320
- USD: $1,243.20 (comma thousands)
- Show currency code for multi-currency: USD 1,243.20
Numbers
- Spell out below 10 in prose: three merchants
- Use numerals in UI: 3 results
- Tabular numbers for data: font-variant-numeric: tabular-nums
- Percentages: 87% (no space)
Time
- 12-hour with period: 2:30 PM
- 24-hour for technical: 14:30
- Timezone always for scheduled events: 2:30 PM IST
- Durations: 3h 24m, not 3.4 hours
Inclusive language
Write for everyone. Avoid assumptions about gender, ability, or technical expertise.
| Avoid | Use instead |
|---|---|
| he / she | they / the user |
| blacklist / whitelist | blocklist / allowlist |
| master / slave | primary / replica |
| sanity check | quick check / review |
| dummy data | sample data / placeholder |
| simple / easy / just | (omit — implies others are incapable) |