EGS UX Writing Guidelines¶

1. Brand Voice & Tone¶

Voice: Premium, Authentic, Sustainable, Resilient. Tone: Professional, Direct, Confident, yet Approachable.

The EGS voice is rooted in 80 years of expertise and a deep connection to the land of Madagascar. We speak with the quiet confidence of a market leader who doesn't need to shout. We are transparent about our impact and proud of our heritage.

2. Microcopy Rules¶

These rules apply to all text on the website, from headlines to button labels and error messages.

Do's¶

• Use Active Voice: Make the user the actor.
  • Good: "Download the report."
  • Bad: "The report can be downloaded."
• Use Concise Language: Get to the point. Remove unnecessary words.
  • Good: "Save changes."
  • Bad: "Would you like to save your changes?"
• Use Numerals for Numbers: It's easier to scan.
  • Good: "You have 3 messages."
  • Bad: "You have three messages."
• Use a Consistent Case: Sentence case is preferred for most UI elements (headers, buttons, labels).
  • Good: "Contact us"
  • Bad: "Contact Us" (Title Case) or "CONTACT US" (All Caps - unless stylistic choice)

Don'ts¶

• Avoid Vague Commands: Be specific about what happens next.
  • Good: "Send message"
  • Bad: "Submit" or "Click here"
• Avoid Generic Commands: Tailor the copy to the context.
  • Good: "Create account"
  • Bad: "Start"
• Avoid Double Negatives: Keep it positive and simple.
  • Good: "Unsubscribe"
  • Bad: "Do not subscribe"
• Avoid Excessive Politeness: We are professional, not subservient. "Please" is often unnecessary in UI.
  • Good: "Enter your email."
  • Bad: "Please would you be so kind as to enter your email?"
• Avoid Overusing a Brand's Name: The user knows where they are.
  • Good: "Our History"
  • Bad: "Gallois Sisal's History"

3. Formatting Standards¶

• Dates: DD/MM/YYYY (e.g., 26/11/2025)
• Currency: Ariary (Ar) or USD ($) depending on context, placed after the amount for Ar (e.g., 5 000 Ar).
• Capitalization: Sentence case for headings, buttons, and menu items.