Write in a positive, affirming way, unless research shows there’s a good reason not to.
When you ask people to do something, they are more likely to respond to a positive sentence. You will also use fewer words. Positive sentences are often shorter than their negative counterparts.
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User research shows when it’s appropriate to use negative sentences. They usually appear in rule-based writing as requests, instructions or commands – known as ‘imperatives’.
Example
Don’t accept friend requests from strangers. [Agency’s research supports using a negative imperative sentence]
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Last updated
This page was updated Thursday 19 December 2024.