Turkish Airlines Content Design System | Horizon

Pronouns

1. Introduction

When crafting content, the use of pronouns is crucial for clarity and tone. For instance, if a user with a membership wants to view their flights, should we label it as “My flights,” “Your flights,” or just “All flights”? Our preference is “All flights.” Why? It’s straightforward, inclusive, and avoids unnecessary complexity, ensuring a smooth user experience.

2. Principles

2.1. Avoid extra personalization

All our products and services inherently belongs to the user. As we mentioned our slogan, “Globally yours.” We must all bear in mind that Turkish Airlines has a simpler and straightforward language.

2.2. Simplicity and clarity

Users logging in with a membership already expect a personalized experience. Constantly reminding them can feel overwhelming. Repeating personalization in system language is overdesign.

2.3. Clear and direct communication

We never try to address our users through buttons or labels. Turkish Airlines has a transactional manner that reflects clearness, conciseness and reliability.

Not like this
If you can’t add to all, continuity fails. Not all items may take possessive suffixes. This case will break continuity.
Like this
Items are compatible with each other. If you never use possessive suffixes, you can get around this problem.

3. Use cases

3.1. Menus, buttons and labels

Avoid using pronouns. The user will understand without needing “My” or “Your.”

Not like this
Avoid possesiveness. Pronouns make the button possessive in which the users interact with the system.

Like this
Transactional as a way of thinking. Even if the users create a TK Wallet for themselves, just follow the transactional methodology.

3.2. Headings and body copies

If you have to address the users’ TK Wallet, Miles&Smiles Number, or any other possessive objects, use “Your”.

Not like this
Do not address “any wallet”. This TK Wallet apparently belongs to our user.
Like this
Utilize pronouns if needed. TK Wallet and phone number deserves to be belonged.