Stories in APP: rules for text structuring

To make in-app stories clear, logical, and easy to comprehend, we've formulated a few rules and incorporated them into the editorial policy. It helps maintain consistency for layouts and the quality of texts.

Principles of storytelling

A catchy cover. Guide the customer’s attention with an informative and interesting cover. For engaging or game mechanics use questions and intrigue; display a direct, clear message for product announcements or informational stories.

An introduction on the first slide. The customer has two ways of getting to the stories: by tapping the cover or after viewing previous stories. To support storytelling, we put a small introduction that outlines the main idea on the first slide.

Clear text. Write accurately, clearly and concisely: use punctuation marks, avoid clericalisms, use lively language and simple wording. If you have a lot of information, split it into several slides.

A coherent narrative. Mind the unity of the text: follow the logic and develop the main idea consistently. Pack the stories with common themes together, and indicate the theme at the beginning and / or end of a series of stories.

Widgets with a lead. Use interactive elements to engage users and get feedback from them. Each widget is accompanied by a summary.

Text formatting rules

1. Leave the names of products without quotation marks.
2. Numbers from 0 to 9 are written in words, starting from 10 use digits.
3. Do not leave dangling lines. Prepositions, conjunctions, and long dashes standing at the end of the line, are shifted to the next one.
4. Put full stops at the end of sentences everywhere except for slide headings. You can use question marks and exclamation marks in the headings.

We write in a respectful, friendly, and genuine manner. We respect the boundaries between humane communication and familiarity.

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