---
name: Microcopy
menu: Patterns
parent: Styles
route: /styles/microcopy
---

# Microcopy

## Principles

#### Action / answer first

Direct the member. The header should include the action they need to take or the information they need.

#### Keep it brief

The reader should understand instantly with only a quick glance at the copy. Cut any words or sections that aren’t vital, and don’t repeat yourself.

```specimen-research-insight
During testing of the prepay join journey, when the prepay vs. credit meter option was not immediately obvious or the copy was too lengthy, users choose an incorrect option. For choices-binary, the difference between the options needs to be immediately obvious - users do not read lengthy copy on these options and make quick decisions.
```

#### Be robust

Everyone should be able to understand with minimal context. Explanation text is fine if it’s necessary. Avoid jargon.

#### Be conversational

Use everyday, Bulby language in a conversational tone. Have fun where possible, but not at the expense of functionality.

## Formatting

#### Capitalisation

Capitalise interface labels in sentence style. Sentence style means that the first word is capitalised, and the rest of the words are lowercase, unless they are proper nouns, such as Help Center and Bulb Account.

Examples of correct capitalisation in labels:

- Get a quote (not ‘Get A Quote’)
- Sign in (not ‘Sign In’)
- Refer a friend (not ‘Refer A Friend’)

#### Dates

Write dates without using ‘the’ or ‘of’. So it’s ‘you’re switching over to us on 2nd May’ not ‘you’re switching over to us on the 2nd of May’.

```research-insight
During booking form testing, dates without the days in the title were difficult to scan and slowed users down. Don’t make the user calculate the date; instead, dates should include the day of the week (e.g. Monday) to make them easier to scan.
```

## Action labels

#### Back

Returns the user to the previous screen, or previous step such as in a wizard. See previous.

#### Cancel

Cancels everything the user has done so far in the process and closes the dialog.

#### Close

Closes the current page or window. Do not use with cancel action, these compete.

#### Continue

Takes the user to the next step in a sequence of steps. Do not use at the end of a journey.

#### Download

Save a document (e.g. a statement) or information (e.g. tariff info) on to a personal device.

#### Edit

Make a change to the information presented.

#### Find out more

Provides more detailed information about a topic which has already been summarised.

#### Get started

Begin a series of steps or a process.

#### Load more

Presents more results or more entries to the member. Typically in a list format.

#### Log out

Exits the site. User will need to enter a password or use a magic link to re-enter.

#### Previous

Returns the user to the previous screen, or previous step such as in a wizard. Use instead of back when the back button is not able to return user to the previous screen.

#### Save

The information the user has entered will be saved on the site. They will be able to access in the future via any device.

#### Submit

Sends all information entered to Bulb and completes the process or steps. No further actions required. Do not use with continue or next actions, these are in conflict.

#### Top up

Pay to Bulb an additional amount of money which will return balance to desired level.

#### View help

Provides help which is tailored to the specific context where the CTA appears.
