Inclusive language
It's surprisingly easy to write in non-inclusive terms. Simply writing this style guide has invited a host of gendered language and assumptions we've had to resist.
But the words we use are important. They're the difference between connecting positively with users and creating distance or even offending people. Whether you’re writing for colleagues or customers, it's important to write in a way that’s equitable, inclusive, and respectful.
In this section—which was heavily influenced by the Conscious Style Guide and Mailchimp—we'll lay out some guidelines for writing about people with compassion, and share some resources for further learning.
Ability and disability
Every person is a whole person—no matter how they interact with the world. Focus on what they do, and avoid making assumptions. If a person’s medical condition, illness, or injury is relevant to a piece of content, be as specific as possible and avoid inserting judgments.
When writing about a person with disabilities, avoid using words like “suffer, “victim,” or “handicapped.”
When writing about anything, avoid using words that contribute to stigmas around disabilities or mental illness like "crazy," "insane" and "mad."
Age
Don’t refer to a person’s age unless it’s relevant to what you’re writing. If it is relevant, include the person’s specific age, offset by commas.
e.g. "Marissa, 16, just got her driver's license."
Don’t refer to people using age-related descriptors like “young,” “old,” or “elderly.” Don't use age (young or old) as a stand-in for "novice" or "beginner."
e.g. "So simple even your 90-year-old grandma can use it!"
Gender and sexuality
Make content gender-neutral wherever possible. If you’re writing about a hypothetical person, or if you’re unsure of the person’s pronouns, use "they" or "them" instead of "he/she."
Don’t call groups of people “guys.” Don’t call women “girls.”
Avoid gendered terms in favour of neutral alternatives, like “server” instead of “waitress” and “flight attendant" instead of "stewardess."
When writing about a person, use their communicated pronouns. When in doubt, just ask them or use their name.
Race, ethnicity, and religion
In general, you shouldn't need to reference a person's race, ethnicity, or religion when writing for Pixel Union.
If a person's heritage or nationality is relevant to the content, avoid using words, images, or situations that reinforce racial, ethnic, or religious stereotypes (even if those stereotypes appear to be positive).
Don’t make assumptions: Ask how people identify themselves, and be sensitive to complexities within racial, ethnic, and religious identities. For example, not all Arabs are Muslim, and many nationalities and ethnicities include various religious practices and traditions.
Further reading
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