Periods (Dots)

Only use a period (dot) if the headline is composed of two or more sentences.

Do not use periods when there is only one sentence/phrase in a headline, description, tooltip or snackbar.




There is no period at the end of an item on a select list or drop-down menu, even when it is a full sentence.


Skip commas every time it’s unnecessary. Don’t use Oxford commas when the meaning is clear from the context.

If your list includes longer items and phrases, feel free to use that extra comma — especially if one of the items has an and of its own.

Example: Facebook, Instagram and Twitter


A colon introduces an element or series of elements that illustrates or amplifies the information that preceded the colon and directs you to the information that follows. Think of it as a flashing arrow pointing to the following information.

However, avoid colons. When you feel like using a colon in a sentence, give your phrase one more thought and think of a version that avoids it.

If the first word after a colon is a complete sentence, capitalize it.

When a colon introduces a list of things, don’t capitalize the first word after the colon unless it is a proper noun.


Emplifi Platform allows you to manage various social media profiles: Facebook, Instagram, LinkedIn and more.


A semicolon usually joins two independent clauses to signal a close connection.

Avoid semicolons in your writing and split the phrase that might require a semicolon into two.

When writing error messages and offering solutions, a semicolon can be a way to present all the possible solutions in one sentence.


Ellipses (…)

Ellipsis or … or dot-dot-dot

Ellipsis is one character, and we connect it to the last character or word: Search...

Use Ellipsis in placeholder texts to give instructions.


Select labels…

Search organic content by profile, label, media type and more…

We also use ellipses for the truncation of long names. You can check the documentation.

Ampersand (&)

Ampersand stands for and.

Use it carefully. It attracts attention to usually the least important part of the copy.

We sometimes use & in titles on teasing pages and wordy buttons in Publisher. In other cases, skip them.


[Headline] Your go-to place, again & again

[Publisher button] Publish, schedule & post

Slash (/)

Don’t use a slash in the product copy. Try to rephrase the text using "or", or find another way of expressing the thought.