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+# Field names
+
+Naming fields in a way that is intuitive to users can often be one of the most
+challenging aspects of designing an API. This is true for many reasons; often a
+field name that seems entirely intuitive to the author can baffle a reader.
+
+Additionally, users rarely use only one API; they use many APIs together. As a
+result, a single company using the same name to mean different things (or
+different names to mean the same thing) can often cause unnecessary confusion,
+because users can no longer take what they've already learned from one API and
+apply that to another.
+
+In short, APIs are easiest to understand when field names are simple,
+intuitive, and consistent with one another.
+
+## Guidance
+
+Field names **should** be in correct American English.
+
+Field names **should** clearly and precisely communicate the concept being
+presented and avoid overly general names that are ambiguous. That said, field
+names **should** avoid including unnecessary words. In particular, avoid
+including adjectives that always apply and add little cognitive value. For
+example, a `proxy_settings` field might be as helpful as
+`shared_proxy_settings` if there is no unshared variant.
+
+### Case
+
+Field definitions **must** use the appropriate case for the IDL being used
+(`camelCase` for TypeScript, `lower_snake_case` for protocol buffers, and so
+on). These names **should** be mapped to an appropriate naming convention in
+JSON and in generated code.
+
+Additionally, each word in the field **must not** begin with a number, because
+it creates ambiguity when converting between snake case and camel case.
+Similarly, snake case fields **must not** contain leading, trailing, or
+adjacent underscores.
+
+### Consistency
+
+APIs **should** endeavor to use the same name for the same concept and
+different names for different concepts wherever possible. This includes names
+across multiple APIs, in particular if those APIs are likely to be used
+together.
+
+### Array fields
+
+Array fields **must** use the proper plural form, such as `books` or `authors`.
+On the other hand, non-array fields **should** use the singular form such as
+`book` or `author`.
+
+### Prepositions
+
+Field names **should not** include prepositions (such as "with", "for", "at",
+"by", etc). For example:
+
+- `error_reason` (**not** `reason_for_error`)
+- `author` (**not** `written_by`)
+
+There are several reasons for this:
+
+- It is easier for field names to match more often when following this
+  convention.
+- Spoken languages vary widely in their conjugation rules, and avoiding
+  prepositions tends to lead to more natural translation for many speakers for
+  whom English is a secondary language (generally at no cost to Anglophones).
+- Additionally, prepositions in field names may also indicate a design concern,
+  such as an overly-restrictive field or a sub-optimal data type. This is
+  particularly true regarding "with": a field named `book_with_publisher`
+  likely indicates that the book resource may be improperly structured and
+  worth redesigning.
+
+**Note:** The word "per" is an exception to this rule, particularly in two
+cases. Often "per" is part of a unit (e.g. "miles per hour"), in which case the
+preposition must be present to accurately convey the unit. Additionally, "per"
+is often appropriate in reporting scenarios (e.g. "nodes per instance" or
+"failures per hour").
+
+### Mood
+
+Field names **should** use the imperative mood ("enable", "import") when the
+user is deciding what to do, and the declarative mood ("enabled", "imported")
+when reporting on the state of the system. If the same field is used for both
+purposes, the service **should** use the imperative mood.
+
+### Adjectives
+
+For consistency, field names that contain both a noun and an adjective
+**should** place the adjective _before_ the noun. For example:
+
+- `collected_items` (**not** `items_collected`)
+- `imported_objects` (**not** `objects_imported`)
+
+### Booleans
+
+Boolean fields **should** omit the prefix "is". For example:
+
+- `disabled` (**not** `is_disabled`)
+- `required` (**not** `is_required`)
+
+**Note:** Field names that would otherwise be [reserved words](#reserved-words)
+are an exception to this rule. For example, `is_new` (**not** `new`).
+
+### String vs. bytes
+
+When there is a need to send binary contents over the wire, the contents
+**should** be base64-encoded and sent in a `string` field. Services **must**
+accept base64 encoding using the normal base64 alphabet, and **may** also
+accept URL-safe base64.
+
+**Note:** In IDLs that support `bytes` fields (such as protocol buffers),
+prefer the IDL's `bytes` implementation over asking the user to base64 encode
+and decode manually.
+
+### URIs
+
+Field names representing URLs or URIs **should** use `url` for fully-qualified
+URLs, and URIs for URI segment. Field names **may** use a prefix in front of
+`url` or `uri` as appropriate.
+
+### Reserved words
+
+Field names **should** avoid using names that are likely to conflict with
+keywords in common programming languages, such as `new`, `class`, `function`,
+`import`, etc. Reserved keywords can cause hardship for developers using the
+API in that language.
+
+### Conflicts
+
+Structs **should not** include a field with the same name as the enclosing
+structs (ignoring case transformations). This tends to cause conflicts when
+generating code.
+
+### Display names
+
+Many resources have a human-readable name, often used for display in UI. This
+field **must** generally be called `display_name`, and **must not** have a
+uniqueness requirement.
+
+If an entity has an official, formal name (such as a company name or the title
+of a book), an API **may** use `title` as the field name instead. The `title`
+field **should not** have a uniqueness requirement.
+
+## Further reading
+
+- For naming resource fields, see AIP-122.
+- For naming fields representing quantities, see AIP-141.
+- For naming fields representing time, see AIP-142.
diff --git a/aip/general/0140/aip.yaml b/aip/general/0140/aip.yaml
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+---
+id: 140
+state: approved
+created: 2019-07-22
+placement:
+  category: fields
+  order: 0