claim-001 should GuidesAPI docsMarketingBlog Do not attribute human qualities to software or hardware (anthropomorphism).
Claims and accuracy
This page covers how to describe what software does without overstating it: no human qualities attributed to code, and no claims you can’t back up. Time-sensitive wording is covered on the time-based content page.
Don’t anthropomorphize software
Section titled “Don’t anthropomorphize software”Examples
- ✓ The service rejects requests that carry an expired token.
- ✗ The service sees that the token is expired and decides to reject the request.
Rationale
Attributing human qualities to software is imprecise and can mislead about what it actually does.
Avoid unverifiable claims
Section titled “Avoid unverifiable claims”claim-002 should GuidesAPI docsMarketingBlog Avoid excessive or unverifiable claims: superlatives, absolute performance or security guarantees, and potentially disparaging statements about third-party products.
Examples
- ✓ The gateway is designed to remain available during a zone failure.
- ✗ The fastest, most secure gateway on the market — far more reliable than legacy alternatives.
Rationale
Superlatives and absolute guarantees are hard to substantiate and undercut trust, and disparaging a third party invites dispute.