These guidelines follow our
Voice & tone principles and help us keep writing across Kiwi.com consistent. Use them to check on details (like spelling) when you write in our official language, American English, and save energy to focus on getting your content right.
Write in the
active voice whenever you can.
(You can) download your boarding pass.
Your boarding pass can be downloaded.
Use passive voice only when you want to avoid blaming someone or when the subject is less important than what happened.
Do, depending on context
It’s not possible to book this flight. / We couldn’t book this flight. Baggage is included. / Booking includes baggage.
Kiwi.com’s official language is American English, so use American spelling.
canceled (but cancellation)
Always include diacritics if they’re there:
Oliver Dlouhý, Petra Vaškových
Oliver Dlouhy, Petra Vaskovych
Use contractions freely to
sound natural and avoid being robotic or overly formal.
But there are some exceptions where the full form is appropriate. For example, if you need to stress something
is not possible or to be more formal. Abbreviations and acronyms
Only use common abbreviations and acronyms.
If something isn’t common, spell it out or explain it first.
carrier reservation number (PNR)
sentence case in all of your writing. Capitalize only the first word in sentences, headings, buttons, emails, etc. Don’t capitalize after a dash or colon in titles or lists.
Manage my trip / Manage trip
Your booking is confirmed
Reminder: add your details
Your Booking Is Confirmed
Reminder: Add Your Details
proper nouns, legal terms, and product names according to their own rules, and also names of sections or buttons when referring to them.
easyJet Wizz Air British Airways
glossary for a full list of Kiwi.com product-related names.
Don’t use all caps unless they’re a part of the design and
never use them to emphasize a point. To emphasize text, use bold instead.
Use plural by default if there can’t be multiple versions of the copy.
Carriers don’t offer any refunds.
Your boarding passes will be ready soon.
Carrier(s) don’t/doesn’t offer any refunds.
Your boarding pass/es will be ready soon.
If it’s important to specifically mention that there may be one or multiple items, use the phrase “one or more”.
Use “and” instead of “&” in longer texts as it improves
readability and therefore is more inclusive.
You’ll need a visa and a PCR test to travel to your destination.
You’ll need a visa & a PCR test to travel to your destination.
But there are a few exceptions if you need to save space, especially in titles and buttons.
Refunds & cancellations Help & support Overview & payment
Use commas to mimic speech — to add a pause where it’d naturally occur or to separate or highlight parts of a sentence.
Don ’t use commas if they don’t serve a purpose, for example after “please” or before and after “unfortunately“ in the middle of a sentence.
We unfortunately can’t help.
Please, add your details.
We, unfortunately, can’t help.
If you need to list multiple items, use a serial comma (also known as the Oxford comma).
The only exception is when you use an ampersand.
Changes, refunds & cancellations
Changes, refunds, & cancellations
Use exclamation points sparingly, and only when they serve a purpose — when you talk about a really exciting thing.
Never use multiple exclamation points in a row, and avoid using them in longer sentences altogether.
You saved a new password!
We have tickets for €5! Book now!!!
Interrobang, ellipsis, and other unusual punctuation
The rule of thumb for using unusual punctuation is: don’t. If you do, you should make a case for it.
Don’t want to miss this deal?! Check this out…
If an item has a symbol or an official abbreviation, use it instead of spelling it out.
Don’t use spaces between single numbers and the things you’re counting unless it helps with readability.
Use full stops (periods) only at the ends of complete sentences. Never use them at the ends of headers or buttons.
Header: Continue your search
Header: Continue your search.
Quotation marks & apostrophes
Always use curly quotation marks and apostrophes.
Don’t use quotation marks to refer to parts of the interface (buttons, menus, options) — use bold instead.
Refunds & cancellations
Click “Refunds & cancellations”
hyphen (-) for compound words. Don’t use spaces before or after.
en-dash (–) without spaces to talk about ranges of numbers (like times or dates).
But when you write about locations, replace the en-dash with an arrow (
→, ⇄) wherever possible and use spaces before and after the arrow.
12:30–14:35 1–2 days But: Prague → Barcelona
em-dash (—) instead of commas or colons. Use spaces before and after.
We checked you in — now you can download your boarding passes.
Use emojis sparingly to attract your reader’s attention or emphasize a (positive) feeling, but never to replace words or as the only way to express emotion.
Work well across devices and cultures
Visible in both dark and light modes
Emojis with sexual innuendo
Emojis that might be considered too emotional, personal, or unprofessional
Emojis that represent human figures, groups of people, or human body parts
These rules were inspired by emoji guidelines by Content Design London.
Add an emoji at the end of the sentence to highlight the whole message. If you absolutely need to highlight a particular word, put the emoji after it.
Your booking is confirmed! 🎉 Dates, numbers, and measurements
Write all numbers as numerals for better readability.
You have 2 hours to transfer.
You have two hours to transfer.
When you write about numerous people or animals, always write thousands, millions, or billions in full. For anything else, M or B is ok, depending on how it reads.
60.5 million passengers We saved $60B.
Use commas to separate thousands units.
Write date as
day-of-week, month, day, year. When the space is limited, use abbreviations or numerals.
Friday, October 26, 2018 Fri Oct 26 to Sun Oct 28 Fri Oct 26–Sun Oct 28 10/26–10/28 (❗Only as the last resort when the space is extremely limited)
Use the 24-hour clock and UTC time zone to refer to the time in general.
en-dash (–) when referring to a duration in time.
When describing a length of time, use abbreviations.
Use the currency symbol instead of language code.
Place the symbols €, $, and £ before the price, without a space. For other currencies, follow the language standards.
Use lists to present steps or sets of information ideally consisting of 3 or 5 bullet points — if you have more points, consider a table.
Make sure that the items on the list have a parallel structure and context, especially if you create a list of pros and cons.
Align your capitalization and punctuation as well.
If an item on the list is a complete sentence, capitalize the first word and add a full stop. If an item isn’t a complete sentence, don’t use punctuation, but capitalize the first word of each bullet.
We’ll check you in for free.
we’ll check you in for free
If you can’t use an
ordered list because of space restrictions and you need to describe the full path to get somewhere, use a single right-facing chevron (>) and bold clickable UI elements.
Profile> Settings> App preferences> Currency
When you talk to your readers, address them directly and use the second person —
It’s possible to book a new trip. / The customer can book a new trip.
When your readers need to perform an action, like click on a button, choose an answer to a question we’ve asked, or provide legal consent, use the first person —
me, I, my.
Manage my trip / Manage trip
I agree to these Terms & Conditions.
You should agree to these Terms & Conditions.
When you refer to someone in general, or they haven’t disclosed their gender, use singular
One of the travelers hasn’t added
their details for online check-in.
One of the travelers hasn’t added
his/her details for online check-in. Talking about us — Kiwi.com
When you refer to Kiwi.com, use
we, us, our as default unless you have to specifically stress our name for clarity or branding purposes.
We can offer you the best deals.
All our messages are also available in your Kiwi.com inbox.
Kiwi.com can offer you the best deals.
All our messages are also available in your inbox. (Can be confused with email inbox.)
short sentences and put essential info first. Short sentences improve readability. They’re more powerful. They value your reader’s time.
Long sentences that run on and on and are full of commas, colons, and semicolons — and many different clauses — are really confusing and awkward to read for even the strongest readers — just imagine receiving an email with sentences stretching through multiple paragraphs, as long and winding as this one; it’s an impossible read that most people just can’t get through and either scan through it or skip it completely on a busy day — and let’s be honest, every day is a busy day, especially when traveling.
Use a text editor like
hemingwayapp.com if you’re not sure how complex your text is.
Always use words and phrases that are easily understandable. Don’t use extra words that don’t serve a purpose.
💡 Check our
glossary for the list of common words we use across Kiwi.com_.
Please be advised that we will need your details.
When possible, use informal short forms of the words depending on the context and space. Short forms sound more natural and are especially useful for buttons.
info / information OK / okay