COPY QUIRKS

Numbers

We write out numbers 1-10 (one through ten) and use numerals for 11 or more. The exception is short form copy, emails, or headlines where the numeral communicates better visually. Always use numerals for ages, pages, warnings, and battery requirements.

15 Bolts are included. Pick three bean bags from the pile.

3 AAA batteries are required.

For Print Only

NUMBERING GUIDE PAGES

DO NOT include the cover of the guide as page 1. Start page 1 on the first page of the guide that includes information (set-up instructions, activities, a diagram, etc.), which is normally the first page after the cover. Only number the cover of the guide as page 1 when it begins instructions or set-up on the cover.

Capitalization Of Lists

On our packaging we frequently have two different lists; one that lists the learning benefits or goals of the product and one that lists the included items of the product. Use sentence casing as a default.

Ex: Includes:

• 15 Colorful bolts

• One activity guide

• One kid-friendly power drill

Ex: Learning Benefits:

• Fine motor skills

• Social and emotional skills

• Imaginative play

Ex: You’ll learn:

• How to complete basic multiplication and division problems

• How to use a calculator

Packaging Punctuation

In bursts, product feature callouts, and other short descriptions (especially for packaging), sometimes punctuation will not be necessary. The general rule is to only use punctuation when it is a full sentence to limit unnecessary punctuation, with the exception being using exclamation points to emphasize or add excitement.

Examples:

• Lights up!

• 8x Magnification

• HELP button for extra problem-solving clues

• The HELP button gives extra problem-solving clues.