Writing
Text should be understandable by anyone, anywhere, regardless of their culture or language.
文案应该可以让人和人都能理解，不论是这人在哪里，具有什么样的文化背景，说什么样的语言。
Clear, accurate, and concise text makes interfaces more usable and builds trust.
清晰，准确，简洁的文案可以让界面更容易与用户建立信任。
In addition to these guidelines, be sure to consult guidelines for specific UI elements, such as Errors, Dialogs, Settings, and Data formats.
除了这些准则，还要参考具体特别的 UI 元素，例如错误、对话框，设置和数据格式准则。
Guidelines / 参考指南
- Tone / 语气
- Capitalization / 大写
- Punctuation / 标点
- UI button text / UI 按钮文案
Style / 样式
Google guidelines generally follow the Associated Press (AP) style guidelines.
Google 的参考指南一般遵循美联社风格指南。
Do.
Text should be simple, concise, and direct
文案应该简单，明了，直接
Language / 语言
Addressing users / 用户称呼
Your UI may address the user using either:
你的用户界面的称呼可以在下面两个二选一：
- Second person, “you” or “your”: Use this conversational style for most situations, as though the app is speaking directly to the user. / 第二人称，"you" 或 "your"：在多数的情况下使用这种对话风格，就像应用程序直接对用户说话一样。
- First person, "I" or "my": In some cases, you may need to use this form of address to emphasize the user's ownership of content or actions. / 第一人称，"I" 或 "my"：在某些情况下，你需要使用第一人称来强调内容或用户的行为和所有权等。
Addressing the user with the second person using “you” or “your”
第二人称使用 "you" 或 "your" 示例
Quickly open the camera without unlocking your screen
未解锁屏幕的情况下快速启动相机
Your places
你的位置
Addressing the user with the first person using “I” or “my”
第一人称使用 "I" 或 "my" 示例
I agree to follow the Google Terms of Service
我同意遵循 Google 服务条款
My Account
我的账户
Avoid mixing "me"/"my" with "you"/"your". It can cause confusion to see both forms of addressing the user in the same context.
避免混合使用 "me"/"my" 和 "you"/"your" 。这样会使用户将这两种人称在同一情况下将两种形式混淆，产生误会。
Don't.
Change your preferences in My Account.
更改你的偏好设置在我的账户里。
Avoid the pronoun “we” / 避免使用 “we”
Focus on the user and what they can do with your app, rather than what you or your app is doing for the user.
将注意力放在你的用户和他们可以用你的 app 做什么，而不是你或你的 app 能为用户做什么。
Do.
Get started with these popular posts on Google+.
开始使用 Google+ 浏览热门发布。
Don't.
To get you started, we’re showing you popular posts on Google+.
我们在 Google+ 上展示热门发布，快来浏览吧。
One exception is when a human actually does take action for a user, such as reviewing an appeal or responding to a suggestion. Here, the use of “we” is appropriate and more personable.
但有个例外，就是当用户确实需要为他们自己权益采取措施的时候，例如审查上诉、或响应建议。这时，我们使用 "we" 会让用户感到更加的平易近人。
Do.
We’ll review your appeal and respond within a few days.
我们将审核您的上诉，并尽快做出回应。
Don't.
Your appeal will be reviewed, and you will receive a response within a few days.
您的上诉将被我们审核，并且会尽快收到我们的回复。
Be concise / 简明扼要
Write in small, scannable segments to facilitate navigation and discovery.
文案应该简短，便于浏览，导航覆盖和浏览。
Do.
Send money to anyone in the US who has an email address. It’s fast, easy, and free.
在美国你可以使用邮箱进行转账。快速，简单，并且免费。
Don't.
Send (and receive) money with friends and family in the US with an email address. It’s a two-step process with little-to-no latency and there aren’t any charges for the recipients of the money.
在美国从朋友或者家人那通过邮箱地址进行转账（接受转账）。只要两步，零延迟，并且不需要任何手续费。
Keep your sentences and phrases short, with as few concepts as possible.
保持你的文案尽可能的使用最短的句子，减少概念的产生。
Do.
Read the instructions that came with your phone.
请阅读您手机附带的说明。
Don't.
Consult the documentation that came with your phone for further instructions.
请参考手机附带的使用说明。
Write in the present / 使用现在进行时
Use the present tense to describe product behavior. Avoid using the future tense to describe the way a product always acts.
用现在时来表现产品的行为。避免使用未来时表现产品将做出的反应。
When you need to write in the past or future, use simple verb forms.
当你需要使用过去时或将来时，请使用简单的动词形式。
Write simply and directly / 文案需要简单和直接
Use simple, direct language that is easy for users to understand.
使用那些能够让用户能够一眼就能明白的话，简而言之就是说人话。
Common introductory phrases may be omitted.
公共引导短语可被省略。
Do.
Save changes?
保存修改？
Don't.
Would you like to save your changes?
你希望保存你的修改么？
Do.
Message sent
信息已经发送
Don't.
Message has been sent
信息已经发送
Do.
Register to vote
注册后投票
Don't.
You must register before you can vote
你必须先注册，然后在投票。
Do.
Delete this photo?
删除这张照片？
Don't.
Are you sure you want to delete this photo?
你确定你想要删除这张照片么？
Write for all levels of readers / 你的文案需要面对所有的阅读者
Pick common words that are clearly and easily understandable to both beginning and advanced English readers.
选择那些明显和容易理解的词汇，不管有着什么英语水平的人都能够轻易的去阅读。
Do.
Turn on Location History
开启位置记录
Don't.
Enable Location History
开启位置记录
Avoid industry-specific terminology or names invented for UI features.
避免使用那些行业技术和 UI 功能的专有名称或术语。
Do.
Preparing video…
准备视频
Don't.
Buffering…
缓冲中...
Do.
“Ok Google” isn’t supported on your phone
您的手机不支持 "OK Google"。
Don't.
“Ok Google” is only supported on dual-core devices
“OK Google” 只支持双核设备
Generic terms like "slider" and "menu" are fine, but direct users to the labels on UI elements, not the kind of element (such as menu or button).
像 slider 和 menu 这两个词汇都很好，请直接对用户表述 UI 元素上的标签，而不是某种元素（类似菜单或按钮）。
Do.
Click Continue
点击 继续
Don't.
Click the Continue button
点击继续按钮
Use consistent words in all parts of a feature / 在所有的部分上使用一致的词汇
Use verbs in a consistent manner across the description of an action.
在所有的场景或过程描述中，使用的词语要保持一致性。
Do. Menu item
Remove photo
删除照片
Don't. Menu item
Delete photo
删除照片
Do. The dialog title is short.
Remove photo?
删除照片
Don't. The dialog title is longer than necessary.
Remove photo from page?
从该页面删除照片？
Do. Dialog buttons
Cancel | Remove
取消 | 删除
Don't. Dialog buttons
Cancel | OK
取消 | 删除
Begin with the objective / 从目的出发
If a sentence includes an action for the user to take and instructions for achieving it, start the sentence with that action.
如果一个句子包含用户的操作说明和目的，最好先说明目的。
Do.
To remove a photo from this album, drag it to the trash
想要删除相册中的照片，拖拽照片到垃圾箱。
Don't.
Drag a photo to the trash to remove it from this album
拖拽一张照片刀垃圾桶可以将它从这个相册中删除。
Reveal detail only as needed / 只有在需要的时候在显示说明
It's not necessary to describe every detail in the first interaction. Reveal increasing detail about features as the user explores them and needs the information.
没有必要在第一次见面就将所有的细节描述出来，而是在用户浏览过程中，碰到所出发的功能时，合理的显示出提示信息。
Do.
Remove downloaded book?
删除已下载的书籍么？
Don't.
Are you sure you want to remove this downloaded book? You won’t be able to access it unless you’re online.
你确定你要删除这个已经下载好的书籍么？你无法在离线的时候进行此操作。
Never say “never” / 永远不要说 “永远不会”
Avoid “never” and other absolutes.
避免使用 “永远不会” 等其他表示绝对的词汇。
Do.
Your circle names aren’t shared
你的圈子姓名将不会被分享
Don't.
We’ll never share your circle names
我们不会分享你的圈子姓名
Text for buttons and related elements / 按钮的文案和相关元素
Buttons appear in dialogs and as blue or underlined text.
按钮通常用户对话框中或蓝色和带下划线的文本中。
Button | Usage |
[ Action ] | See above guideline about using consistent verbs. |
Back | Allows multi-step processes |
Cancel | Cancels an action |
Dismiss | Causes a message or dialog to disappear without any consequences |
Done | Confirms the completion of a multi-step process |
Got it | Causes a message or dialog to disappear without any consequences (similar to OK) |
Learn more | Takes the user to additional content |
Next | Takes the user to the next step of a multi-step process |
No thanks | Allows a user to decline |
Not now | Let’s a user postpone an action or decision. Use only when the call to action in the dialog is essential to the functionality of the product, for legal reasons, or for another urgent reason.
|
OK | Allows the user to confirm an action that’s relevant to the task at hand |
Skip | Gives the user a way to avoid an interruption and proceed with a task |
Tone / 语气
Be friendly, respectful, and focus on the user / 语气要友好，尊用用户和专注于用户。
Text in your UI should complement your visual UI: intuitive, efficient, casual, and trustworthy. Charm peeks through, but never upstages the user.
文案是你用户界面的补充元素。直观，搞笑，休闲，可靠。可以散发出自己的魅力，但不要抢用户的风头。
Do.
MyApp isn’t responding
我的应用没有响应
Do you want to close it?
你想关闭它么？
Don't.
Sorry!
十分抱歉！
Activity in MyAppActivity (in the MyApp app) is not responding
MyAppActivity 的活动没有被响应
Be humble / 谦虚
Don’t brag or over-promise. Reveal what a feature does, don’t say how great it is.
不要吹嘘和过多的做出承诺。直接表达功能的作用，不要说这多么伟大。
Do.
All your savings in one place
可以在一个地方进行管理账单。
Don't.
Great deals at places you’ll love
你将会非常喜欢，在这里有超值优惠。
Do.
More restaurant reviews
更多的餐馆评论
Don't.
All restaurant reviews
所有的餐馆评论
Be inviting / 代入感
Focus on the benefits of each feature. Omit implementation details, caveats, and restrictions at the entry points to features (buttons, menu items, links, and promotions).
专注于功能的好处，在功能的入口处，省略实现的细节信息，解释信息或警告提示等信息。（按钮，菜单，链接，促销活动）
Do.
To save power, switch Location mode to Battery saving mode.
为了节约点亮，可以关闭导航模式启动节电模式。
Don't.
Manually control GPS to prevent other apps from using it.
手动阻止其他应用使用 GPS 功能。
Be positive / 积极向上
Present information in a positive light: it’s reassuring.
从正面的角度展示信息：让人舒服。
Do.
Use 24 characters or fewer for file names.
文件名格式支持1-24个字符长度
Don't.
Your file name must be less than 25 characters.
你的文件名格式长度必须小于25个字母。
Be essential / 必不可少
For every message, ask yourself: does the user really need to know this? Err on the side of letting users stay focused on their own tasks. Sometimes the most effective UI is no text at all.
对于每个信息，你都要自己问一下：用户真的需要指导这个么？可以给予用户足够的空间，专注于自己的任务。有时候最有效率的 UI 就是没有文案。
Avoid messages that suggest that it’s surprising or unusual that a user’s simple action was successful.
避免过多的使用文案进行说明，没有说明就是最好的说明（因为你的应用足够简单直接）做到这一点，你就离成功不远了。
Do.
Signing in...
正在登录中
Your phone is contacting Google. This can take up to five minutes.
您的手机正在连接 Google。这可能花费你五分钟的时间。
Don't.
Signing in...
正在登录中
Your phone needs to communicate with Google servers to sign in to your account. This may take up to five minutes.
您的手机需要连接 Google 的服务器进行登陆。这可能会话费五分钟的时间。
Capitalization & punctuation / 大写字母和标点符号
Use sentence-style caps / 使用句子风格的大小写用法
Use sentence-style caps for all titles, headings, labels, menu items – any place that considered for “Title-Style Caps.”
在标题，标签，菜单选项等，任何地方都可以使用 句子风格 的大小写用法。
Avoid capitalizing all letters except where the material spec requires them, such as the Button style.
避免在规定之外的地方（例如：按钮）将所有的字母都进行大写。
Do.
Search settings
Don't.
Search Settings
Don't.
SEARCH SETTINGS
Capitalize product names only when referring to a product as a product / 将产品名大写
Don’t capitalize the things you create or work with when using that product.
不要将你创造的东西或使用的功能进行大写。
Do.
Visit our Google+ page
Don't.
Visit our Google+ Page
Skip periods and other unnecessary punctuation / 省略句号和其他没必要的标点符号
For labels, hover text, setting labels, lists of links, promos, and so on, avoid periods. This gives you the flexibility to mix sentences and sentence fragments, for example, in lists. It also reduces visual clutter and helps readers parse your text at a glance. Skip the colon after UI labels (for example, use “Share with” not “Share with:”).
对于标签，悬停文本，设置标签，链接列表，促销信息等等，避免使用标点富豪。这样可以是你能够灵活的搭配内容，例如，在列表中。减少标点能够减少视线的混乱，帮助读者能够一目了然，在 UI 标签中省略冒号（例如：“分享” 代替 “分享：”）。
Use a period or force fragments into full sentences where:
那么什么时候使用标点和如何长句中进行停顿：
- You need to use more than one sentence – even if they’re short sentences. / 你需要使用多个句子，即使都是短句。
- You have a set of parallel labels where one of the set must be a sentence. Make them all full sentences and use periods (or question marks, etc.). / 你有一组平行的标签，其中一组必须是一个句子。确保他们是一个完整的句子，可以使用句号（或问号等）。
- The sentence is part of a larger, more formal UI element, such as body text in a dialog. / 这个句子属于一个完整的UI元素，例如在对话框中正文的一部分。
Use contractions / 使用缩写
Don't make a sentence harder to understand just to follow this rule. For example, "do not" can give more emphasis than "don't" when needed.
只要遵循这个原则，可以使句子更好的让用户理解。例如，某些时候“do not” 比 “don't” 可以给予更多的强调。
Do.
it’s, can’t, wouldn’t, you’re, you’ve, haven’t, don’t
Don't.
it is, cannot, would not, it’ll, should’ve
Avoid exclamation points / 避免使用感叹号
Exclamation points should be avoided as they could come across as shouting.
当语气类似于叫喊的时候，要避免使用感叹号。
Do.
Welcome!
Don't.
Learn about the new features of Calendar!
Do.
Good job!
“1, 2, 3” not “one, two, three” / 使用“1，2，3”，而不用“one，two，three”
Use numerals in place of words for numbers.
使用阿拉伯数字代替文字数字。
One exception is when mixing uses of numbers, such as "Enter two 3s."
特殊情况是当混合这多个数字的情况下可以按情况来定，例如“Enter two 3s.”
Do.
You have 3 messages
Don't.
You have three messages
Punctuation / 标点
Omit punctuation after phrases and labels to create a cleaner and more readable interface.
在短语和标签后面省略标点，来创造一个更简洁，更易读的友好的体验。
Use punctuation to add clarity or be grammatically correct.
是用标点符号的时候要保证标点符号使用的规范要符合语法规则。
Glyph/character | Description | |
Periods | . | Omit for fragments and single sentences in affordances like toasts, snackbars, and labels. Do punctuate full sentences in body text, for example, in the body of dialogs. Place inside quotation marks (unless you’re telling the reader what to enter and it’s ambiguous whether to include the period). |
Commas | , | Place inside of quotation marks. Use the serial comma, except when using an ampersand (&) in a list of three or more items, such as “you, me & my dog.” |
Exclamation points | ! | Avoid exclamation points for anything you wouldn’t actually shout out loud (exclaim). |
Colons | : : or \u003A | Omit from labels, for example, in the labels for fields in a form. |
Quotation marks
| “ “ or \u201C ” ” or \u201D ‘ ‘ or \u2018 ’ ’ or \u2019 | Use real quotation marks, not the inch and foot symbols. The right single quotation mark symbol is also used for apostrophes. Never use the generic quotes ", ' or free-standing accents `, ´ (\u0022, \u0027, \u0060, \u00B4). These are never right for quotation marks, apostrophes, or primes. |
Primes | ′ or \u2032 and ″ or \u2033 | Use prime (′) only in abbreviations for feet, arcminutes, and minutes. For example: 3° 15′ Use double-prime (″) only in abbreviations for inches, arcminutes, and minutes. For example: 3° 15′ 35″ Do not use generic quotes ", ' or free-standing accents `, ´ for primes. |
Ellipses | … Option-; | Use to indicate an action in progress ("Downloading…") or incomplete or truncated text. No space before the ellipses. Omit from menu items or buttons that open a dialog or start some other process. Midline ellipses (three-bullet glyphs) are also used to represent numeric truncation and the redaction of sensitive data, such as credit cards. |
Double angle brackets | >>, << « or \u00AB » or \u00BB | Omit from links or buttons that open another page or move to the next or previous step in a process. |
Em dash
| — — or \u2014 Shift+Option - | Avoid using em dashes. |
En dash | – – or \u2013 Option+ - | Use an en dash instead of a hyphen to indicate a range, without spaces (in English). Avoid using dashes to separate text. If you must use dashes for this purpose – like this – use an en dash surrounded by spaces. Example of use with a range: |
Hyphen | - | Use hyphens to represent negative numbers. For example: Use hyphens to avoid ambiguity in adjective-noun or noun-participle pairs. For example: |
Parentheses | ( ) | Use parentheses only to define acronyms or jargon. For example: |
Global writing / 全球化语言
People of all ages, cultures, backgrounds, and education levels rely on the English versions of products. Many of the writing guidelines support writing for non-native English speakers and for localization (the translation and adaptation of content for international use). Simple, clear English makes it easy for anyone to understand your product.
不同年龄，文化，背景，教育背景的人们都可以依靠英文版的产品。许多的文案都需要根据当地的语言使用文化进行针对的优化（将内容进行翻译和编写）。简单，清晰的英语可以很容易的让任何人明白你的产品。
This section focuses on how to write English in a way that makes products more useful in English and other languages around the world.
本章节的重点在于如何在世界各地更好的使用英文。
Example of Japanese writing
日文书写的例子
Example of Thai writing
泰文书写的例子
Don’t use culturally specific idioms, metaphors, or examples / 不要使用特有文化的成语，比喻和例子
Culturally specific language can be difficult to translate and may be inappropriate in some locales.
特定文化产生的语言是很难被翻译的，而且有的可能会在其他地方造成不合适的影响。
Do.
Discover great offers
Don't.
Snag great offers
Do.
No offers left.
Don't.
Bummer. There are no offers left.
Do.
Great job!
Don't.
You really hit it out of the park!
Be careful with “left” and “right” / 要特别注意左右的对齐
Interfaces for languages with right-to-left scripts may be mirrored when a product is localized.
用户界面的文字排版要根据当地的使用习惯进行调整。
In this example of a right-to-left (RTL) interface in Arabic, the interface is mirrored relative to English.
阿拉伯文，根据当地的文字使用习惯，应用界面也进行从右到左的排版样式举例
Example of a left-to-right (LTR) interface in English
英文，根据当地的使用文字习惯，应用界面进行从左到右的排版样式举例
Avoid gender ambiguity / 避免使用模糊的性别
English is one of the few languages that allows gender ambiguity (for example, “you can see their picture”). Most other languages must be more specific (“you can see his or her picture,” for example).
英文是少数可以使用模糊性别的语言之一（例如：“you can see their picture”）。大多数的语言都需要更具体的指代（例如： “you can see his or her picture”）
Be specific about gender whenever possible (his, her, and so on).
不论在哪里，能具体就具体（his，her等等）
Write clear string descriptions / 撰写清晰的代码注释
Provide clear descriptions of your strings as comments in the code. Linguists rely on context from descriptions to translate strings in a meaningful way to other cultures, beyond literal translations of English text.
请在你的代码中撰写清晰的注释。语言学家依赖于上下文的注释将除英文以外的语言翻译成其他语言的文档。