This is a style guide for formal and informal grammar, composition, and literary techniques used in writing content for Pixel Dreams. Inspired by The Elements of Style by William Strunk Jr. and E.B. White, this guide establishes clarity, consistency, and a distinctive PD voice across all of our communications.
Whether you are writing an article, a news post, or a client communication, these principles will help you craft writing that is precise, engaging, and unmistakably PD.
Content Classification
News vs Articles
PD publishes two types of content: News and Articles. Use POV to identify which type of content a post should be.
- News = PD on PD
- Articles = PD on the world
Categories
Always assign one primary category. Rarely, a secondary category may be used. Remove “News” and “Articles” as categories. WordPress adds these automatically! You will need to deselect them.
Form and Style
Titles and Subtitles
A title should never be generic. Can this title have been used on something else? If the answer is yes, it’s a bad title.
- Main title: Use Title Case → The Person in the Boat (not The person in the boat).
- Subtitles: Use sentence case with a period if a full sentence. Otherwise, use title case.
Formatting Rules
- First sentence: Make the first sentence bold, and style with a dropcap.
- Section dividers:
- After introduction and before conclusion:
<hr class="bold"> - Between sections:
<hr>
- After introduction and before conclusion:
- Headings:
- Use H2 for main sections.
- Use H3 for sub-sections.
- Never use H4—instead, use bold.
Acronyms
Introduce the full term before using the acronym.
❌ What not to do: SOTN
✅ What to do: State of The Nation (SOTN)
Bullet Points
Use a single level of sub-bullets when necessary, but avoid double-nesting.
❌ What not to do (Double-Nesting)
- Main point
- Main point
- Sub-point
- Sub-sub-point (Not allowed!)
- Sub-point
✅ What to do (Single-Level Sub-Bullets)
- Main point
- Main point
- Sub-point
Emojis
Use sparingly. If an emoji is at the end of a sentence, no period is needed.
Contextual Integrity
Words and phrases must accurately reflect the subject matter. Avoid buzzwords unless they are demonstrably true.
Examples:
Innovation: Only use if the article describes a genuinely novel approach, solution, or advancement—not as a vague synonym for “new” or “impressive.”
Collaboration: Only use if two or more parties actively worked together to develop ideas, make decisions, or execute the work. Simply fulfilling a client request is not collaboration.
Usage and Conventions
Abbreviations
Modern writing favours clean, streamlined text. Omit periods in abbreviations for consistency.
❌ What not to do: Dr. McCoy, Mr. Spock, Queen St. W
✅ What to do: Dr McCoy, Mr Spock, Queen St W
Time Format
❌ What not to do: 5 AM, 6 PM
✅ What to do: 5 am, 6 pm
Date Format
Use the international standard YYYY-MM-DD for clarity and consistency, particularly in digital documentation.
❌ What not to do: Apr 20 2024, 24/07/24, 4th July 1776
✅ What to do: 2024-07-24
Canadian Spelling
Honour our roots — use Canadian spelling, not American.
❌ What not to do: Honor, Color, Center
✅ What to do: Honour, Colour, Centre
Emdash Spacing
When using an emdash, add a single space before and after for readability.
❌ What not to do: The idea evolved—and so did the strategy.
✅ What to do: The idea evolved — and so did the strategy.
Reverse Chronological Order
Lists, logs, and timelines should be presented with the newest entries at the top, so readers see the most recent updates first.
Example:
- 2024-07-24 – Project launch event 🎉
- 2024-07-20 – Final revisions completed
- 2024-07-15 – Client feedback received
Rule of Three
The rule of three adds rhythm, memorability, and emphasis to writing, presentations, and storytelling. Structuring ideas in sets of three makes them more impactful.
Example: We aim to inform, inspire, and involve our readers.
Principles of Composition
Ask Good Questions
Questions should provoke thought, invite deeper engagement, and encourage discussion. Writing should not only provide answers but inspire curiosity.
For more, see Questions & Reality / Pt. 1.
State Problems and Offer Solutions
When identifying an issue, always pair it with a recommended action or solution. This keeps discussions constructive and forward-moving.
❌ What not to do:
> Today’s in-person meeting is cancelled.
✅ What to do:
> Today’s in-person meeting is cancelled. I recommend a shorter virtual meeting to refresh our game plan.
Use Active Voice
Make your writing direct and engaging by using the active voice. Passive voice weakens clarity and impact.
❌ What not to do: The report was written by the team.
✅ What to do: The team wrote the report.
❌ What not to do: The contract was signed by both parties.
✅ What to do: Both parties signed the contract.
Avoid Clichés
Originality keeps writing fresh. Avoid overused phrases that add no value.
❌ Examples to avoid:
- “At the end of the day” → Use Ultimately.
- “Work-life balance” → Use Personal and professional harmony.
- “Follow your passion” → Use Find your purpose.
Conclusion
When we write with clarity and purpose, we strengthen our voice, build trust with our audience, and ensure our message resonates. Our words should not only inform but inspire, reflecting the values and vision that define PD.
For further guidance, refer to:
📖 The Elements of Style – William Strunk Jr., E.B. White (Illustrated Edition)
