A core value at ConvertKit is **default to generosity** and we try to reflect this
value through the language used around the product. Generosity through our voice can
be otherwise seen as empathetic and human-friendly.


**Conciseness:** We use a functional tone to attain clarity and conciseness. By being concise enough when using grammar with actions and notifications, we communicate all
that the user should expect from an action, clearing probable assumptions.

Here are some examples:

![Toast from saving form on ConvertKit](https://res.cloudinary.com/strich/image/upload/v1599684999/Screen_Shot_2020-09-09_at_3.47.55_PM_twbafi.png)

```jsx noeditor
import Note from '../../src/_doc/Note';
<Note type="info">
When our forms get saved the changes aren't immediately visible on the sharable URL and we communicate that with conciseness to the user here to make them aware it is nothing
wrong on their end.
</Note>
```

![Save and publish on CK landing page](https://res.cloudinary.com/strich/image/upload/v1599685655/Screen_Shot_2020-09-09_at_4.07.22_PM_owzf9c.png)


```jsx noeditor
import Note from '../../src/_doc/Note';
<Note type="info">
Our landing page shows that saving does not take you through a drafting phase. Every saved landing page becomes published.
</Note>
```


### Sentence Casing vs Title Casing
Sentence casing involves structuring our call-to-actions and headings in a sentence format, beginning with a capitalized word and subsequently using lower cased words.

An example of that would be: **Add subscriber**

We prefer title casing which capitalizes every word in a call to action or heading
because it helps us express boldness and importance in every fragment of the action
phrase. Here's an example in our app:

![Add subscriber button in sentence case](https://res.cloudinary.com/strich/image/upload/v1599686131/Screen_Shot_2020-09-09_at_4.15.06_PM_sze8yq.png)

### Mechanics
We like the [mechanics from Adobe Spectrum](https://spectrum.adobe.com/page/grammar-and-mechanics/)