Turkish Airlines Content Design System | Horizon

Verb Tenses

1. Introduction

We prioritize using simple tenses because they reflect our values of clarity, inclusiveness, and ease of understanding. Simple tenses help us communicate directly, making our messages more accessible to all audiences—especially non-native speakers and translation teams. They eliminate unnecessary complexity and keep our tone friendly and human. Here’s a closer look at why we prefer simple tenses, and how you can use them consistently across our content.

2. Simple tenses

Use always simple tenses. Why?


2.1. Clarity

Simple tenses help us communicate in a direct and easy-to-understand way.

2.2. Accessibility

They are easier for non-native speakers to understand and simpler for translation teams to localize.

2.3. Simplicity

They avoid the complications of progressive and perfect tenses, making our language more friendly and approachable.

3. Guidelines

3.1. Past Tense

Not like this
Progressive and perfect tenses, which add unnecessary complexity

You were receiving a discount when you booked.
(past progressive)

You had received a discount before you booked. 
(past perfect)

You had been receiving a discount before you booked.(past perfect progressive)

Like this
Use the simple past to describe completed actions

You received a discount on your last flight.

3.2. Present Tense

Not like this
Progressive and perfect forms can complicate the message

You’re receiving a discount now. 
(present progressive)

You’ve received a discount since January. 
(present perfect)

You’ve been receiving a discount since January.(present perfect progressive)

Like this
Use the simple present for current actions or general truths

You receive a discount when booking online.

3.3. Future Tense

Not like this
Future progressive and perfect forms are more complex than necessary

You’ll be receiving a discount next year. 
(future progressive)

You’ll have received a discount all year.
(future perfect)

You’ll have been receiving a discount for months. (future perfect progressive)

Like this
Use the simple future for upcoming events or actions

You will receive a discount on your next booking.

4. Tips for translators and editors

We kindly ask translators and editors to stay mindful of simple tense usage. Please follow the tips below to keep content consistent and easy to read.

Quick tips
Split your sentences if needed:

If using perfect tenses feels uncomfortable, try separating ideas into two simple sentences.

Quick tips
Check your work on Hemingway:

When finalize the translation, please check your work on the Hemingway app. Please be aware that your score should be 8 or under.

Quick tips
Consider small screens:

Our design is responsive. Keep your sentences short and clear so they read well on both desktop and mobile. Avoid long, complex constructions.