Our words should not be conspicuous or memorable. If we have chosen our words well, users don't need to remember specific terminology.
Why
- Our voice should not try to be distinctive or express a specific personality.
- Respect our users by not making them learn new words or new meanings for existing words.
How
- Focus on helping users accomplish the task.
- Don't try to be cute or funny.
- Don't use colloquial expressions.
- Don't invent terms or new meanings for terms.
Some methods for implementing clear and confident language also apply to this principle.