Question Marks

If you put one at the end of a sen­tence, make sure we’re real­ly ask­ing a ques­tion. And if we don’t pro­vide the answer (either in the con­tent or with a CTA), make sure it’s a rhetor­i­cal ques­tion. Why? A ques­tion the read­er can’t answer comes off as con­de­scend­ing. Not our style.

Questions work well in sub­ject lines, head­lines and con­fir­ma­tions. Avoid putting them where inter­ac­tion is hard­er to come by, like an emp­ty state or tooltip.

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Don’t add a question mark for the sake of inflection.

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Do use a question to give your content a natural flow.

Overall, ques­tion marks should be used spar­ing­ly. However, if the con­tent is for­mat­ted with ques­tion, answer, ques­tion, answer, etc., mul­ti­ple is total­ly fine.

Last Updated: 5 May 2020 at 2:10pm CDT