Content Design

Content standards and patterns inform how we talk to our customers in the digital space. Use this guide to help you decide what to say and how to say it.

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Content Foundations

Because we’re a financial services company, people expect us to be careful with their money and information. One of the ways we build trust is by being transparent and accurate in what we say. It’s important to get the basics, like spelling and grammar, right to demonstrate that we pay attention to the details.

Best Practices
  • If existing content follows our guide to a good message, you can adapt or re-use it.
  • You may need to adapt messaging based on space, context, or design restraints. However, always keep the core message and terminology consistent.
  • Design content with accessibility and internationalization in mind. This makes applying it to assistive devices and translation easier.
  • Design and content should work together. Content structure and narrative informs design, while design constraints and patterns inform content.

Content Principles

Financial information can be hard to understand. Use these principles, called “The 6 Cs of Content,” as your starting point to craft messages that are understandable, actionable, and trustworthy.

The 6 Cs of Content

PrincipleWhat It Means
ConciseUse only necessary words.
ClearWrite in a way that’s accessible, easy to understand, and gives users the confidence to proceed.
ContextualWrite only what is relevant in that space at that moment in time.
ConversationalWrite in a way that makes users feel like a person is talking to them.
ConsistentUse the same tone, terminology, and intent across user touchpoints.
  • Don’t confuse this with “verbatim” or “word for word.” You may need to adapt content based on space constraints, requirements, and other factors.
Customer-centricFocus on user needs and perspectives.
A Good Message
  • Provides the necessary information
  • Uses the right tone
  • Is clear and succinct
  • Has proper punctuation and formatting
  • Uses plain language and consistent terminology
  • Makes sense in context
  • Provides next steps or confirmation
A Poor Message
  • Provides unclear or too much information
  • Uses an inappropriate tone
  • Is too confusing or wordy
  • Hasn’t been proofread for spelling or punctuation
  • Uses jargon or inconsistent terminology
  • Doesn’t work in context
  • Lacks next steps or a sense of resolution

How to Write

Our goal is to help users understand what’s going on, what they can do, and how to do it. Similarly, our writing process helps us understand what we need to convey, what we have to work with, and how to reach our goal.

Stage of ProcessDo ThisAsk This
Before you write
  • Get requirements.
  • Understand the context.
  • Do competitor analysis and research.
  • Make use of any existing copy.
  • Do I have everything I need before starting?
  • Who are my users and what are they trying to do?
  • What do competitors and users say?
  • Does Amex have similar language I can use?
While you write
  • Apply our content guidance.
  • Make sure the copy is accurate, necessary, and in the right place.
  • Keep gathering requirements.
  • What are our standards and guidelines?
  • Am I providing accurate and timely information?
  • Are there any tech or compliance constraints?
After you write
  • Review it the next day with fresh eyes.
  • Make sure the content hierarchy and message placement make sense on the page, journey, and context.
  • Check for accessibility.
  • Edit, edit, edit. Trim down to only what’s necessary.
  • Did I provide the right info at the right time?
  • Is the info organized and easy to read?
  • Is it accessible?
  • Is it concise? Can I make anything simpler?
Do we have rules for spelling and styling?

We do have rules! Learn about branded and house terms in our Glossary, or on the Brand site.

  • We call a term “branded” if it has a strong brand identity. Many are copyrighted or trademarked. Branded terms must be used, spelled, and capitalized in a certain way.
  • House terms are words and phrases that we style a certain way for consistency and readability.
  • For most other words and phrases, we follow AP Style.

Questions?

Connect with the DLS Team on Slack or by email.

Resources

Check out additional resources.