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.
Practicing Content Design
Just like UX design, content design’s goal is to create a great user experience. It’s about word choice, as well as structure, context, tone, and accessibility. We aim to craft copy that helps the user seamlessly complete a task.
What is content design?
- It considers the big picture (site or journey) and the details (headers, labels, links).
- It incorporates design thinking to understand customers.
- It uses research, data, and accessibility best practices to inform choices.
- Unlike marketing, the goal is to inform and guide, not engage and persuade.
How to Use These Guidelines
Use these guidelines to make your messages clear, consistent, and customer-friendly.
Do this
- Learn how to think about writing and how to craft a message in Foundations.
- Learn how to write in a way that’s recognizably Amex in Voice and Tone.
- Reference branded terms and standard words and phrases in the Glossary.
- Check back often, as we’ll be updating this section regularly.
Don't do this
- Expect an exhaustive list of all possible content considerations.
- Be discouraged if we don’t have what you need yet. You’re always welcome to reach out on Slack at #contentdesign-help.
- Feel forced to stick to a structure that doesn’t make sense for your message. This is meant to be a guide for standards, not a rulebook.
- Use this for non-UX digital channels. To find guidance on marketing and other types of communications, visit the Brand site.
Questions?
Connect with the DLS Team on Slack or by email.
Resources
Check out additional resources.