General rules
Use sentence case to align with our UX writing guidelines.
- Downloading assets…
- Downloading Assets…
Use the present simple progressive (continuous, -ing) verb form to indicate ongoing actions.
- Loading…
- Downloading…
- Charging…
- Saving…
- Searching…
- Been loading…
- To be loading…
- Will be loading…
Use verbs before nouns to focus on the action and make messages easier to scan.
- Loading file…
- File loading…
Use horizontal ellipses (…) after the verb without a space instead of adding three full stops (unicode U+2026, Mac Option+/Windows ALT+0133).
- Loading…
- Loading …
- Processing⋰
Use ellipses for text with numbers or the object to show a running process.
- Uploading 5 items…
- Uploading items…
- Processing request…
- Saving settings…
- Saving changes…
- Uploading 1 file
Avoid ellipses to show time remaining and approximate or unknown times as they're status indicators, not actions.
- 5 minutes remaining
- About 33 minutes remaining
- 5 minutes remaining…
- About 33 minutes remaining…
Change verb form without ellipses when possible in buttons with loading spinners to avoid visual clutter.
- Download → Downloading → Downloaded
- Download → Downloading… → Downloaded
Use the correct verb form without using ellipses to show background processes.
- Download → Downloading → Downloaded
- Download → Downloading… → Downloaded
Use specific and definitive text to make users aware of what is happening and how long the process takes.
- Downloading…
- Please wait.
- Thank you for waiting.
- Just a moment.
Use informative text and actions when multiple processes are happening at the same time.
- Carrying out tasks…
- Thank you for waiting.
- Just a moment.
Use transitional text to manage user expectations and reduce frustration for lengthy processes.
- Processing your request. This usually takes about 1–2 minutes.
- This step takes a bit longer than usual.
- We’re preparing your dashboard. Once it’s ready, you’ll be able to customize your view.
Dos and Don’ts
- Do use the present simple progressive (continuous, -ing) verb form
- Do use verbs before nouns to focus on the action
- Don’t apologize for how long the progress takes
- Don’t use vague phrases like: "Please wait."