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Forma 36

Grammar and rules


We use the format DD Mon YYYY for dates, for example 31 Jan 2021.


We capitalise pricing tiers and space titles

✅ Enterprise tier, Medium space

We do not capitalise elements or features

🚫 content model, space, entry, custom roles and permissions

We don’t capitalise random words in the middle of sentences.

🚫 Contentful web app, app framework, Contentful marketplace


Present tense should also be used to describe product behavior. Avoid using the future tense to imply that actions should be done at a later time.

Past tense should also be avoided unless necessary to the context.


To make a sentence more scannable, use contractions when possible. Note that in some cases the words can have more emphasis when they are not contracted (Cannot has greater emphasis than Can't).