Clarity · nuanced · v4.6.1

CLR-02

Lead with the most important information. Put the action or outcome first.

Pass example

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Fail example

We're excited to announce that for a limited time, customers who choose to upgrade will receive a 20% discount.

Relevant content types

Example pairs

Concrete before/after pairs observed in public style guides, each with inline attribution. See /sources for the full source list and licensing.

  • browsing_discovery · short_ui_copyCC-BY-NC-ND-4.0

    Not this. As part of our ongoing commitment to improving the experience, we've added dark mode.

    But this. Dark mode is here. Toggle it in Settings.

    Lead with the news, not the preamble. — Mailchimp · Content Style Guide — Leading with value

Sources

Style guides that shaped this standard. Each is listed on /sources with its license and opt-out path.

  • Mailchimp
  • GOV.UK Style Guide

Version history

  1. v4.6.1 · 2026-04-23

    Per-standard version tracking introduced. Every standard starts at the library version current at introduction; bump per-standard when the rule text, examples, or content_type_notes change.

Related standards

Other standards in the Clarity category.

  • CLR-01 — Use plain language. Avoid jargon, technical terms, or insider language unless the audience requires it.
  • CLR-03 — Use short sentences. Aim for 15-20 words per sentence. Sentences over 25 words should almost always be split.
  • CLR-04 — One idea per sentence. Don't chain multiple concepts together.
  • CLR-05 — Avoid confusing double negatives that make the reader work to parse the meaning. Constructions like 'not irreversible' or 'not uncommon' should be rewritten as direct statements. Natural phrasing like 'can't proceed without' is acceptable when it reads clearly.

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