Inclusive language
Gain insight into the use of inclusive language to ensure Visa products include everyone, everywhere.
Inclusive language refers to language that’s respectful of all people regardless of gender, race, ethnicity, age, ability, or any other aspect of identity. For Visa to serve everyone, everywhere, we need to represent and speak to everyone, everywhere.
Best practices
- Reference identity with caution: Ensure references to demographics, identity characteristics, or group membership is essential and relevant before including. When in doubt, opt for neutral language that applies to everyone.
- Use accurate terms and phrases: Always seek guidance from subject matter experts or representatives of the group you’re referencing to confirm the appropriate language, terms, or phrases to use.
- Prioritize people-first language: Avoid labeling individuals, and when you find you must reference their group membership, acknowledge their humanity first.
- Collect identity data sparingly and responsibly: While it can ensure experiences relevant and accessible, always collaborate with the legal team before asking users for such information.
Personally identifiable information (PII)
Personally identifiable information (PII) includes unique identity characteristics that can be used to identify an individual, particularly when combined with other non-sensitive data. This includes full name, social security number, government-issued identification number, mailing or residential address, driver’s license number, bank account number, passport number, or email address.
- Only collect PII when it’s essential.
- Consult with your designated legal representative before collecting PII in Visa apps or experiences.
- Consider local laws pertaining to certain states, provinces, countries, and regions. Failure to comply can result in Visa and our partners risking fines and violations.
Collecting identity characteristics
Identity characteristics refer to personal attributes such as gender, race, and ethnicity that define an individual’s identity.
- Only ask for these characteristics when it is immediately relevant to the product or experience or provides you with meaningful information to improve the experience for all users.
- Include the option to select multiple items to enable users to accurately represent themselves.
- Always include options such as “Prefer to self-describe” if collecting this information is essential to your product or experience.
- Avoid including items such as “other”, as it doesn’t provide useful data and implies the identities not represented are less important than those that are. If your product can’t accommodate custom input, consider including “Not listed”
Note: Some of the terms used below, such as those under “Race”, follow standards set by the US government, not Visa. Always confirm the most up-to-date language before collecting identity characteristics, and ensure they reflect the best practices established by your product’s region or locale.
| Use | Instead of |
|---|---|
Gender identity (with option to check multiple items):
| Sex:
|
Pronouns (with option to check multiple items):
| Pronouns:
|
Sexual orientation (with option to check multiple items):
| Sexual orientation:
|
Race (with option to check multiple items):
| Race
|
Relationship status (with option to check multiple items):
| Relationship status:
|
People-first language
People-first language refers to terms and phrases that emphasize someone’s humanity before their condition or group membership. In contrast, deficit-based language focuses on what people lack rather than what they possess. In general, avoid deficit-based language and reframe your language to focus on achievements instead. If you must mention a deficit or lack, do so with sensitive language.
- Describe the attribute(s) of a person or group as a secondary feature or characteristic, rather than using the attribute as the primary descriptor.
| Use | Instead of |
|---|---|
| Completed x years of high school | High school dropouts |
People without a high school diploma | Poorly educated |
| Neighborhoods/communities with high poverty rates | Inner-city |
| Opportunity gap | Achievement gap |
A person with disabilities.
Financial training for people without formal education.
Do
Use people-first language, emphasizing an individual’s humanity before mentioning their condition or disability.
A disabled person.
Financial training for uneducated people.
Don't
Use deficit-based language, as this can imply that’s the most important or notable thing about them.
Enable this feature for users who are visually impaired.
Do
Use respectful language that avoids projecting pity or assumptions upon people with disabilities.
Enable this feature for those suffering from visual impairment.
Don't
Use victimizing language, as many people with disabilities lead full lives rich in experiences.
Universal language
Universal language means writing so everyone, everywhere can understand. As Visa connects businesses, banks, and governments in over 200 countries and territories, it’s crucial to ensure products and experiences are usable to everyone they reach.
Note: While many Visa products reach global audiences, there are specific use cases for localization. If an experience is designed to target a specific audience or user in only one specific geographic region, the messaging can be localized to match their language, lexicon, culture, grammar, and UX/UI conventions.
Please wait.
Service will be restored soon.
Do
Use simple, standard phrasing whenever possible to ensure all users can understand the meaning.
Hang tight!
We’ll be back in a hot sec.
Don't
Use slang, as slang changes rapidly and can prevent some users from understanding and interpreting language.
Ensure the three-digit security code on the back of your card is entered correctly.
Do
Assume your user is new to Visa’s products by using terms and phrases that are universally understood.
Ensure the CVV is entered correctly.
Don't
Use jargon, technical terms, acronyms, or internal-only language without providing defintions first.
Please describe your issue.
Give a brief description of your request.
Do
Say exactly what you mean by writing clear, descriptive sentences.
Spill the beans.
Don’t beat around the bush.
Don't
Use idioms or metaphors as they’re not familiar to everyone and are hard to translate.
Psychographics
Psychographics are psychological attributes that describe people’s attitudes and aspirations, usually used in reference to market research. These include values, lifestyle, attitudes and opinions, spending habits, and interests. Inclusive writing about psychographics means no user feels excluded based on these traits.
- Represent a diverse variety of lifestyles in imagery and examples to help people visualize themselves in association with Visa products. Use the Visa Brand Identity Asset Library Photography Guidance (internal only) for help selecting imagery.
Success! Your account setup is complete.
Do
Use phrases and metaphors that everyone can understand.
Slam dunk! Your account setup is complete.
Don't
Use metaphors from interests that don’t apply to all users.
Try investing with our quick-start guide.
Set savings goals and start your journey!
Do
Use neutral language directly explains what you’re writing about.
Take a stab investing with our quick-start guide.
Set savings goals and pull the trigger!
Don't
Use phrases linked to violence as they can be uncomfortable for users based on their experiences or beliefs.
Demographics
Demographics refer to attributes like gender identity, orientation, relationship status, race, religion, age, and socioeconomic status. Inclusive language ensures that regardless of demographics, all users feel represented, welcome, and can understand and relate to content.
Ability
When writing about ability, it’s important to avoid ableist language. A more respectful and inclusive approach is to use people-first language. Ableist language, while often unintentional, can inadvertently devalue individuals with disabilities. It tends to undermine their individuality, equality, and dignity. For example, say “person with a disability” instead of “disabled person”. To learn more, visit People-first language.
Non-sensory guidance
Sensory guidance refers to instructions that use senses to describe actions or behaviors, such as “read” or “view”. Many metaphorical phrases contain insinuations that may not be inclusive of or are offensive to people with disabilities.
- Avoid using sensory language anywhere in product copy, especially for buttons, links, or calls to action.
Do Use neutral terms that don't include references to ability or body parts.
Don't Use sensory language which may unintentionally alienate users.
Dear user,
Dear customer,
Do
Refer to the user in neutral terms that apply to all methods of accessing content.
Dear reader,
Dear viewer,
Don't
Refer to the user in terms that assume they’re accessing content in a particular way.
Press the “submit” button to submit your form.
Visit the sidebar labeled “more information”.
Do
Describe instructions so users of all abilities can interpret them easily.
Press the green button to submit your form.
See the sidebar to the left of the diagram for more.
Don't
Use instructions requiring users to rely on their senses to interpret them.
Othering and reductive terms
Othering terms might insinuate there’s something wrong with anyone or anything that isn’t “typical”.
Note: Disabled is a valid state for HTML elements, but isn’t appropriate for describing overall feature functionality.
This feature is inactive. Try again later.
Do
Use neutral language when describing atypical or uncommon events, features, or requirements.
This feature is impaired. Try again later.
Don't
Choose language that implies something outside what’s typical is inherently worse.
Age
Ageism is stereotyping or discriminating against individuals or groups based on age. Ageism can take many forms and is often unintentional or subtle.
- Be intentional with your language when talking about age to avoid ageist implications.
- Avoid language that “others” certain populations by segmenting them into one group.
Enable extra protections for young family members.
Do
Use language that accurately describes an age group.
Enable extra protections for kiddos.
Don't
Use slang or overly casual language to describe age.
This feature is great for all users.
Do
Use language that’s inclusive of all ages.
This feature is great for the old and young alike!
Don't
Reference age unnecessarily.
Gender, gender identity, and orientation
Any common phrases that are used to refer to everyone are gendered as masculine, like “man hours.” When discussing gender, pronouns, and orientation, use language that’s accurate, descriptive, and prioritizes neutrality wherever possible.
- Avoid using masculine-gendered phrases like “man hours”
- Omit pronouns unless they’re explicitly relevant to the use case.
- Use neutral phrasing like “they” when unsure of the correct pronouns.
This takes a lot of energy.
Dear customer,
Do
Use gender-neutral phrasing.
This takes a lot of manpower.
Dear ladies and gentlemen,
Don't
Use gendered terms when a neutral alternative exists.
Do Use phrases without gendered associations.
Don't Use phrases rooted in gender-normative or sexist traditions.
Do Omit pronouns when unknown, or if they aren't relevant to the use case.
Don't Include pronouns unnecessarily when a neutral alternative exists or it's not explicitly relevant.
Race and ethnicity
Race and ethnicity are not synonymous and refer to distinct characteristics. While race refers to physical differences that groups and cultures consider socially significant, ethnicity refers to cultural characteristics like language, ancestry, and beliefs. Only reference race and ethnicity if it’s immediately relevant.
- Be specific whenever possible to avoid grouping individuals who identify differently from each other.
- Use “Black, Indigenous, Hispanic, Asian, and other people of color” if you must broadly reference groups other than non-Hispanic white.
- Capitalize group titles such as “Asian” rather than “asian”.
- Avoid figurative language that equates white with positive and black or dark with negative, like “blacklisted”.
- Avoid phrases that reference race or race histories whenever possible, such as using “built-in feature” over “native feature”.
African-American traditions.
African American women.
Do
Hyphenate a term or phrase when combining words to form an adjective.
African American traditions.
Asian-American woman.
Don't
Hyphenate a term or phrase when using it as a noun to describe a person.
Religion and culture
Many common phrases have origins that are not religiously inclusive or inappropriately reference specific cultures.
- Avoid references to religion whenever possible and opt for neutral phrases to ensure all users are represented.
Do Use neutral phrasing.
Don't Use phrases, or metaphors with religious or cultural origins.
Firmographics: Writing about the industry
Firmographics are descriptive attributes used by B2B organizations to identify their target market and ideal customers. These may include industry, location, size, status or structure, and performance. These attributes contribute to the full picture that product designers and partners can consider to ensure they’re mindful of stereotypes about business performance.
- Always use neutral language when describing businesses organizations, regardless of their size or performance.
- Use the table below to determine the appropriate phrasing and designation for organizations of various sizes.
Note: The following table outlines how business are classified in the United States based on size and revenue. These classifications may not apply in all countries. Always consult local guidelines to ensure you reference businesses accurately.
| Attribute | Definition |
|---|---|
| Company size: Number of employees | Company size can vary within industry and country, but generally, there are three categorizations based on number of employees:
It’s easy to make assumptions about businesses of various sizes, which means it’s important to mitigate bias when it comes to companies of a specific size and the employees that work for them. One assumption that is often made about large enterprises is that they might be outmoded in their approach or might be slow-moving. Large businesses can be very innovative, take risks, and be disruptive! Companies of different sizes have varying needs, so there is no one-size-fits-all approach. |
| Company size: Revenue | Company size can vary within industry and country, but generally, there are three categorizations based on revenue:
It’s easy to make assumptions about businesses of various sizes, which means it’s important to mitigate bias when it comes to companies of a specific size and the employees that work for them. For example, there is an assumption that small businesses are typically comprised of struggling individuals working in less than ideal conditions. Small businesses comprise the majority of the world’s businesses and can make a maximum of $38.5 million annually. Companies of different sizes have varying needs, so there is no one-size-fits-all approach. |
| Industry | Our biases can affect our perspective on businesses of varying industries. For instance, the bias that the engineering industry is exclusively for men or that education is for women might promote an affinity bias that inhibits these industries from hiring more diverse candidates (of course, any gender of individual can belong to any one of these industries). Every business is unique and has individual needs and approaches.
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