{"id":179,"slug":"nng-navigation-labels-information-scent","title":"NN/g: use labels with strong information scent; avoid vague verbs and conversational tone in nav (Apr 16 2023)","kind":"reference","scope":"business","status":"current","audiences":["claude-code","candid-team"],"topics":["extractability","navigation-design"],"reference_body":"**Quote (NN/g, April 16, 2023):**\n\n> \"Vague call-to-action verbs, unnecessary parallel language, and conversational tone of voice used in links and navigation labels are confusing.\"\n\n**Source:** <https://www.nngroup.com/topic/information-architecture/>\n\n**Confidence:** Verified.\n\n**Practical translation:** \"Industries We Serve\" beats \"Who We Help\" (the second is a closed question; the first is a content category). \"Services\" beats \"What We Do\" (same reason). \"Case Studies\" beats \"Our Work\" (the second is vague — work could be anything). Use the noun the user would type into a search box, not the verb that sounds friendly.\n\n**Related:** [[rule-lead-with-answer-40-60-words]] (same principle applied at paragraph level — strong information scent in the first sentence).","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"rule-lead-with-answer-40-60-words","title":"RULE: Lead paragraphs with the direct answer. Aim for 40–60 words. Make every paragraph self-contained.","kind":"rule","scope":"business","link_type":"relates-to"}],"incoming":[{"slug":"research-brief-ia-multi-vertical-service-business","title":"Research brief: Information architecture for service businesses with multiple verticals (piece 6 of 15)","kind":"reference","scope":"business","link_type":"relates-to"}]},"created_at":"2026-05-22T19:40:49.019Z","updated_at":"2026-05-22T19:40:49.019Z"}