Considerations
Use polite terms sparingly
Only use sorry in error messages that notify the user about a serious problem in our products they’re likely to find frustrating. This includes situations such as our services not being available or their data being lost.
Don’t use it for more minor errors that can be easily fixed.
Don’t apologize for problems outside our products or beyond our control.
Only use please in situations in which the user is asked to do something inconvenient (such as waiting) or the software is to blame for the situation. Don’t use it during typical interactions.
Only use thanks when the user has performed an optional task that’s helpful to us. For example, sending product feedback or completing a survey. Don't use it during normal interactions.
Don’t use double negatives
Double negatives increase the user’s cognitive load.
Focus on the user
Focus on what the user is doing, rather than what Adjust or the app are doing. Avoid the pronoun we.
Exceptions include when someone is performing or has performed an action for the user, when we're recommending something, when we want to take responsibility for something like an error, or when we need to explain what Adjust is doing.
Avoid emotive language
Avoid emotive language with negative connotations. Don’t use words like abort, execute, terminate, purge etc.
For more examples, see Inclusive language.
Avoid homonyms where possible
Try to avoid words that are spelled or sound the same as other words with different meanings. This can be particularly confusing for non-native English speakers.