Most of the time, good content design means not saying ‘please’. It’s a superfluous word that gets in the way of the main message. So why is it so hard to stop?

Good style guides need to be relevant, not generic; usable - not just good on the shelf; and empowering - a style guide should give a mandate to content designers. It should be the hill that we can die on. Here’s how Scroll designed a style guide for HSE Ireland.