> ## Documentation Index
> Fetch the complete documentation index at: https://content-designer-ux-writing-skill-26.mintlify.site/llms.txt
> Use this file to discover all available pages before exploring further.

# Quality standards

> The four quality standards that every piece of UX text should meet - purposeful, concise, conversational, and clear.

Every piece of UX text should meet four quality standards. These standards work together to create interface copy that helps users accomplish their goals while maintaining a human, accessible experience.

## The four standards

<CardGroup cols={2}>
  <Card title="Purposeful" icon="bullseye">
    Helps users or the business achieve goals
  </Card>

  <Card title="Concise" icon="compress">
    Uses the fewest words possible without losing meaning
  </Card>

  <Card title="Conversational" icon="comments">
    Sounds natural and human, not robotic
  </Card>

  <Card title="Clear" icon="lightbulb">
    Unambiguous, accurate, and easy to understand
  </Card>
</CardGroup>

## Purposeful

Purposeful text helps users or the business achieve specific goals. Before writing, ask:

* Does this text help the user achieve their goal?
* Does this text serve business objectives?
* Is the value to the user clear?
* Are user concerns anticipated and addressed?

<Note>
  If text doesn't serve a purpose for the user or business, remove it.
</Note>

### Examples

<CodeGroup>
  ```text Poor theme={null}
  Welcome to our app! We're excited to have you here.
  ```

  ```text Good theme={null}
  Connect your bank to see spending insights
  ```
</CodeGroup>

The first example focuses on the company's excitement. The second focuses on user value - what they'll accomplish.

## Concise

Concise text uses the fewest words possible without losing meaning. Every word must earn its space.

### Best practices

* Use 40-60 characters per line maximum
* Every word must have a job
* Break dense text into scannable chunks
* Front-load important information

<Tip>
  Target 8-14 words per sentence for optimal comprehension. 8 words = 100% comprehension, 14 words = 90% comprehension.
</Tip>

### Examples

<CodeGroup>
  ```text Poor theme={null}
  In order to proceed with saving your changes, please click the button below
  ```

  ```text Good theme={null}
  Save changes
  ```
</CodeGroup>

### Word count targets by content type

| Content type   | Target length                    |
| -------------- | -------------------------------- |
| Buttons/CTAs   | 2-4 words ideal, 6 word maximum  |
| Titles         | 3-6 words, 40 characters maximum |
| Error messages | 12-18 words (including solution) |
| Instructions   | 20 words maximum, 14 ideal       |
| Notifications  | 10-15 words for title + body     |

## Conversational

Conversational text sounds natural and human. Write how you speak.

### Best practices

* Write how you speak
* Use active voice 85% of the time
* Include prepositions and articles
* Avoid robotic phrasing

<Tip>
  Read your text aloud. If you wouldn't say it to someone in person, rewrite it.
</Tip>

### Examples

<Accordion title="Active vs passive voice">
  <CodeGroup>
    ```text Passive (robotic) theme={null}
    Your account has been updated
    ```

    ```text Active (conversational) theme={null}
    We updated your account
    ```
  </CodeGroup>

  Use active voice 85% of the time. Passive voice is acceptable when the actor is unknown or unimportant.
</Accordion>

<Accordion title="Natural connecting words">
  <CodeGroup>
    ```text Robotic theme={null}
    Update required. Install latest version.
    ```

    ```text Conversational theme={null}
    Update required. Install the latest version to continue.
    ```
  </CodeGroup>

  Including articles ("the") and explaining "why" ("to continue") makes text more natural.
</Accordion>

## Clear

Clear text is unambiguous, accurate, and easy to understand.

### Best practices

* Use plain language (7th grade reading level for general, 10th for professional)
* Avoid jargon, idioms, and technical terms
* Use consistent terminology throughout
* Choose meaningful, specific verbs

<Warning>
  Avoid idioms and cultural references - they don't translate well and can confuse non-native speakers.
</Warning>

### Reading level guidelines

| Audience           | Target reading level                  |
| ------------------ | ------------------------------------- |
| General public     | 7th-8th grade                         |
| Professional tools | 9th-10th grade                        |
| Technical products | 10th-11th grade                       |
| Specialized fields | 11th-12th grade (only when necessary) |

### Examples

<CodeGroup>
  ```text Unclear theme={null}
  Submit
  ```

  ```text Clear theme={null}
  Submit application
  ```
</CodeGroup>

Specific verbs with objects provide clarity. "Submit" alone lacks context - submit what?

<CodeGroup>
  ```text Jargon theme={null}
  Leverage our platform to optimize your workflow
  ```

  ```text Plain language theme={null}
  Use our tools to work faster
  ```
</CodeGroup>

## Using the standards together

Apply all four standards in order during the editing process:

1. **Purposeful** - Does this help the user?
2. **Concise** - Can I say this in fewer words?
3. **Conversational** - Would I say this out loud?
4. **Clear** - Is the meaning unambiguous?

<Note>
  Learn more about applying these standards in the [editing process](/concepts/editing-process) guide.
</Note>