diff --git a/README.md b/README.md
index 6db04f1f25..2bbe914c96 100644
--- a/README.md
+++ b/README.md
@@ -93,7 +93,7 @@ Axe can be built using your local language. To do so, a localization file must b
 
 This will create a new build for axe, called `axe.<lang>.js` and `axe.<lang>.min.js`. If you want to build localized versions, simply pass in `--all-lang` instead.
 
-To create a new translation for axe, start by running `grunt translate --lang=<langcode>`. This will create a json file fin the `./locales` directory, with the default English text in it for you to translate. We welcome any localization for axe-core. For details on how to contribute, see the Contributing section below.
+To create a new translation for axe, start by running `grunt translate --lang=<langcode>`. This will create a json file fin the `./locales` directory, with the default English text in it for you to translate. We welcome any localization for axe-core. For details on how to contribute, see the Contributing section below. For details on the message syntax, see [Check Message Template](/docs/check-message-template.md).
 
 To update existing translation file, re-run `grunt translate --lang=<langcode>`. This will add new messages used in English and remove messages which were not used in English.
 
@@ -116,7 +116,7 @@ axe.configure({
 			'aria-errormessage': {
 				// Note: doT (https://github.com/olado/dot) templates are supported here.
 				fail:
-					'Der Wert der aria-errormessage {{~it.data:value}} `{{=value}}{{~}}` muss eine Technik verwenden, um die Message anzukündigen (z. B., aria-live, aria-describedby, role=alert, etc.).'
+					'Der Wert der aria-errormessage ${data.values}` muss eine Technik verwenden, um die Message anzukündigen (z. B., aria-live, aria-describedby, role=alert, etc.).'
 			}
 			// ...
 		}
diff --git a/build/configure.js b/build/configure.js
index a0e1fe09d5..bca1aef663 100644
--- a/build/configure.js
+++ b/build/configure.js
@@ -7,6 +7,7 @@ var dot = require('@deque/dot');
 var templates = require('./templates');
 var buildManual = require('./build-manual');
 var entities = new (require('html-entities')).AllHtmlEntities();
+var dotRegex = /\{\{.+?\}\}/g;
 
 var descriptionHeaders =
 	'| Rule ID | Description | Impact | Tags | Enabled by default | Failures | Needs Review |\n| :------- | :------- | :------- | :------- | :------- | :------- | :------- |\n';
@@ -59,7 +60,10 @@ function buildRules(grunt, options, commons, callback) {
 				Object.keys(result.messages).forEach(function(key) {
 					// only convert to templated function for strings
 					// objects handled later in publish-metadata.js
-					if (typeof result.messages[key] !== 'object') {
+					if (
+						typeof result.messages[key] !== 'object' &&
+						dotRegex.test(result.messages[key])
+					) {
 						result.messages[key] = dot
 							.template(result.messages[key])
 							.toString();
@@ -67,7 +71,7 @@ function buildRules(grunt, options, commons, callback) {
 				});
 			}
 			//TODO this is actually failureSummaries, property name should better reflect that
-			if (result.failureMessage) {
+			if (result.failureMessage && dotRegex.test(result.failureMessage)) {
 				result.failureMessage = dot.template(result.failureMessage).toString();
 			}
 			return result;
@@ -86,7 +90,10 @@ function buildRules(grunt, options, commons, callback) {
 		function getIncompleteMsg(summaries) {
 			var result = {};
 			summaries.forEach(function(summary) {
-				if (summary.incompleteFallbackMessage) {
+				if (
+					summary.incompleteFallbackMessage &&
+					dotRegex.test(summary.incompleteFallbackMessage)
+				) {
 					result = dot.template(summary.incompleteFallbackMessage).toString();
 				}
 			});
diff --git a/build/tasks/validate.js b/build/tasks/validate.js
index 802c279f93..b8eeb987e3 100644
--- a/build/tasks/validate.js
+++ b/build/tasks/validate.js
@@ -37,8 +37,6 @@ function hasMultipleOutcomes(messages) {
 		switch (key) {
 			case 'pass':
 			case 'fail':
-				return typeof messages[key] === 'string';
-
 			case 'incomplete':
 				return ['string', 'object'].includes(typeof messages[key]);
 
diff --git a/doc/check-message-template.md b/doc/check-message-template.md
new file mode 100644
index 0000000000..b56408322d
--- /dev/null
+++ b/doc/check-message-template.md
@@ -0,0 +1,124 @@
+# Check Message Template
+
+Axe-core uses a custom template to handle dynamic check messages (messages that use the `data` property to output values or to determine which message to display). The structure for the messages is as follows:
+
+## Simple Message
+
+A simple message is just a string that doesn't use the `data` property. Most checks uses this format.
+
+```json
+{
+	"messages": {
+		"pass": "Simple message for a passing check"
+	}
+}
+```
+
+## Message with Data
+
+A message can also use the `data` property to output information from the check. If `data` is a String, Boolean, or Number, you can use the syntax `${data}` to have the message output the value of the `data` property.
+
+```js
+// check.js
+this.data(10);
+
+// check.json
+{
+    "messages": {
+        "pass": "Passed with a value of ${data}"
+        // => "Passed with a value of 10"
+    }
+}
+```
+
+If `data` is an object, you can access properties of the object using the syntax `${data.propName}`.
+
+```js
+// check.js
+this.data({
+  contrast: '3:1',
+  fontSize: '12px'
+});
+
+// check.json
+{
+    "messages": {
+        "fail": "Color-contrast failed with a contrast of ${data.contrast} and font size of ${data.fontSize}"
+        // => "Color-contrast failed with a contrast of 3:1 and font size of 12px"
+    }
+}
+```
+
+## Singular and Plural Messages
+
+If the message needs to to know how many items are in the `data` property to determine the type of language to use (singular or plural), you can structure the message to use `singular` and `plural` properties. Use the syntax `${data.values}` to have the message output a comma-separated list of the items (`data.values` is provided by the template code for you).
+
+```js
+// check.js
+this.data(['item1', 'item2']);
+
+// check.json
+{
+    "messages": {
+        "fail": {
+            "singular": "Attribute ${data.values} is not allowed",
+            "plural": "Attributes: ${data.values} are not allowed"
+        }
+        // => Attributes: item1, item2 are not allowed
+    }
+}
+```
+
+## Message Determined by Data
+
+Lastly, a message can use the `data` property to determine which message to display. Structure the message to use properties whose keys are the possible values of `data.messageKey`. You should also provide a `default` message that will be displayed if `messageKey` is not set.
+
+```js
+// check.js
+this.data({
+    messageKey: 'imgNode'
+});
+
+// check.json
+{
+    "messages": {
+        "incomplete": {
+            "default": "Color-contrast could not be determined"
+            "bgImage": "Element's background color could not be determined due to a background image",
+            "imgNode": "Element's background color could not be determined because element contains an image node"
+        }
+        // => Element's background color could not be determined because element contains an image node
+    }
+}
+```
+
+The messages can still use the syntax `${data.propName}` to access other properties on the `data` property.
+
+## Migrating From doT.js Template in Translations
+
+Axe-core use to use doT.js for it's temple library. To migrate from doT.js in a translation file, do the following:
+
+- If the message used `{{=it.data}}` or `{{=it.data.propName}}`, change the message to use the syntax `${data}` or `${data.propName}`.
+
+```diff
+{
+    "messages": {
+-       "incomplete": "Check that the <label> does not need be part of the ARIA {{=it.data}} field's name"
++       "incomplete": "Check that the <label> does not need be part of the ARIA ${data} field's name"
+    }
+}
+```
+
+- If the message used `{{=it.data && it.data.length` to determine using singular or plural language, change the message structure of the message to instead use the `singular` and `plural` properties. Replace `{{=it.data.join(', ')}}` with `${data.values}`.
+
+```diff
+{
+    "messages": {
+-       "fail": "Attribute{{=it.data && it.data.length > 1 ? 's' : ''}} {{=it.data.join(', ')}} {{=it.data && it.data.length > 1 ? 'are' : ' is'}} not allowed
++       "fail": {
++           "singular": "Attribute ${data.values} is not allowed",
++           "plural": "Attributes: ${data.values} are not allowed"
++       }
+    }
+}
+```
diff --git a/lib/checks/aria/allowed-attr.json b/lib/checks/aria/allowed-attr.json
index 938db36273..7311b3e2cb 100644
--- a/lib/checks/aria/allowed-attr.json
+++ b/lib/checks/aria/allowed-attr.json
@@ -5,7 +5,10 @@
 		"impact": "critical",
 		"messages": {
 			"pass": "ARIA attributes are used correctly for the defined role",
-			"fail": "ARIA attribute{{=it.data && it.data.length > 1 ? 's are' : ' is'}} not allowed:{{~it.data:value}} {{=value}}{{~}}"
+			"fail": {
+				"singular": "ARIA attribute is not allowed: ${data.values}",
+				"plural": "ARIA attributes are not allowed: ${data.values}"
+			}
 		}
 	}
 }
diff --git a/lib/checks/aria/aria-allowed-role.json b/lib/checks/aria/aria-allowed-role.json
index 7b3e836ceb..83415c420b 100644
--- a/lib/checks/aria/aria-allowed-role.json
+++ b/lib/checks/aria/aria-allowed-role.json
@@ -9,8 +9,14 @@
 		"impact": "minor",
 		"messages": {
 			"pass": "ARIA role is allowed for given element",
-			"fail": "ARIA role{{=it.data && it.data.length > 1 ? 's' : ''}} {{=it.data.join(', ')}} {{=it.data && it.data.length > 1 ? 'are' : ' is'}} not allowed for given element",
-			"incomplete": "ARIA role{{=it.data && it.data.length > 1 ? 's' : ''}} {{=it.data.join(', ')}} must be removed when the element is made visible, as {{=it.data && it.data.length > 1 ? 'they are' : 'it is'}} not allowed for the element"
+			"fail": {
+				"singular": "ARIA role ${data.values} is not allowed for given element",
+				"plural": "ARIA roles ${data.values} are not allowed for given element"
+			},
+			"incomplete": {
+				"singular": "ARIA role ${data.values} must be removed when the element is made visible, as it is not allowed for the element",
+				"plural": "ARIA roles ${data.values} must be removed when the element is made visible, as they are not allowed for the element"
+			}
 		}
 	}
 }
diff --git a/lib/checks/aria/errormessage.json b/lib/checks/aria/errormessage.json
index 507475ec8b..f334ef8ff3 100644
--- a/lib/checks/aria/errormessage.json
+++ b/lib/checks/aria/errormessage.json
@@ -5,7 +5,10 @@
 		"impact": "critical",
 		"messages": {
 			"pass": "Uses a supported aria-errormessage technique",
-			"fail": "aria-errormessage value{{=it.data && it.data.length > 1 ? 's' : ''}} {{~it.data:value}} `{{=value}}{{~}}` must use a technique to announce the message (e.g., aria-live, aria-describedby, role=alert, etc.)"
+			"fail": {
+				"singular": "aria-errormessage value `${data.values}` must use a technique to announce the message (e.g., aria-live, aria-describedby, role=alert, etc.)",
+				"plural": "aria-errormessage values `${data.values}` must use a technique to announce the message (e.g., aria-live, aria-describedby, role=alert, etc.)"
+			}
 		}
 	}
 }
diff --git a/lib/checks/aria/no-implicit-explicit-label.json b/lib/checks/aria/no-implicit-explicit-label.json
index 4a5a9fc518..3a277ca42e 100644
--- a/lib/checks/aria/no-implicit-explicit-label.json
+++ b/lib/checks/aria/no-implicit-explicit-label.json
@@ -5,7 +5,7 @@
 		"impact": "moderate",
 		"messages": {
 			"pass": "There is no mismatch between a <label> and accessible name",
-			"incomplete": "Check that the <label> does not need be part of the ARIA {{=it.data}} field's name"
+			"incomplete": "Check that the <label> does not need be part of the ARIA ${data} field's name"
 		}
 	}
 }
diff --git a/lib/checks/aria/required-attr.json b/lib/checks/aria/required-attr.json
index 24962f0d00..f825c317f3 100644
--- a/lib/checks/aria/required-attr.json
+++ b/lib/checks/aria/required-attr.json
@@ -5,7 +5,10 @@
 		"impact": "critical",
 		"messages": {
 			"pass": "All required ARIA attributes are present",
-			"fail": "Required ARIA attribute{{=it.data && it.data.length > 1 ? 's' : ''}} not present:{{~it.data:value}} {{=value}}{{~}}"
+			"fail": {
+				"singular": "Required ARIA attribute not present: ${data.values}",
+				"plural": "Required ARIA attributes not present: ${data.values}"
+			}
 		}
 	}
 }
diff --git a/lib/checks/aria/required-children.json b/lib/checks/aria/required-children.json
index 6f4fd8a8fa..9dae8cb625 100644
--- a/lib/checks/aria/required-children.json
+++ b/lib/checks/aria/required-children.json
@@ -19,8 +19,14 @@
 		"impact": "critical",
 		"messages": {
 			"pass": "Required ARIA children are present",
-			"fail": "Required ARIA {{=it.data && it.data.length > 1 ? 'children' : 'child'}} role not present:{{~it.data:value}} {{=value}}{{~}}",
-			"incomplete": "Expecting ARIA {{=it.data && it.data.length > 1 ? 'children' : 'child'}} role to be added:{{~it.data:value}} {{=value}}{{~}}"
+			"fail": {
+				"singular": "Required ARIA child role not present: ${data.values}",
+				"plural": "Required ARIA children role not present: ${data.values}"
+			},
+			"incomplete": {
+				"singular": "Expecting ARIA child role to be added: ${data.values}",
+				"plural": "Expecting ARIA children role to be added: ${data.values}"
+			}
 		}
 	}
 }
diff --git a/lib/checks/aria/required-parent.json b/lib/checks/aria/required-parent.json
index a922db87e9..53a6010a9d 100644
--- a/lib/checks/aria/required-parent.json
+++ b/lib/checks/aria/required-parent.json
@@ -5,7 +5,10 @@
 		"impact": "critical",
 		"messages": {
 			"pass": "Required ARIA parent role present",
-			"fail": "Required ARIA parent{{=it.data && it.data.length > 1 ? 's' : ''}} role not present:{{~it.data:value}} {{=value}}{{~}}"
+			"fail": {
+				"singular": "Required ARIA parent role not present: ${data.values}",
+				"plural": "Required ARIA parents role not present: ${data.values}"
+			}
 		}
 	}
 }
diff --git a/lib/checks/aria/unsupportedattr.json b/lib/checks/aria/unsupportedattr.json
index 5c673f61ee..e55f6ee974 100644
--- a/lib/checks/aria/unsupportedattr.json
+++ b/lib/checks/aria/unsupportedattr.json
@@ -5,7 +5,7 @@
 		"impact": "critical",
 		"messages": {
 			"pass": "ARIA attribute is supported",
-			"fail": "ARIA attribute is not widely supported in screen readers and assistive technologies: {{~it.data:value}} {{=value}}{{~}}"
+			"fail": "ARIA attribute is not widely supported in screen readers and assistive technologies: ${data.values}"
 		}
 	}
 }
diff --git a/lib/checks/aria/unsupportedrole.json b/lib/checks/aria/unsupportedrole.json
index ffed832f2a..e109a6e65b 100644
--- a/lib/checks/aria/unsupportedrole.json
+++ b/lib/checks/aria/unsupportedrole.json
@@ -5,7 +5,7 @@
 		"impact": "critical",
 		"messages": {
 			"pass": "ARIA role is supported",
-			"fail": "The role used is not widely supported in screen readers and assistive technologies: {{~it.data:value}} {{=value}}{{~}}"
+			"fail": "The role used is not widely supported in screen readers and assistive technologies: ${data.values}"
 		}
 	}
 }
diff --git a/lib/checks/aria/valid-attr-value.json b/lib/checks/aria/valid-attr-value.json
index 78a9dfadeb..9d87cc0026 100644
--- a/lib/checks/aria/valid-attr-value.json
+++ b/lib/checks/aria/valid-attr-value.json
@@ -6,8 +6,14 @@
 		"impact": "critical",
 		"messages": {
 			"pass": "ARIA attribute values are valid",
-			"fail": "Invalid ARIA attribute value{{=it.data && it.data.length > 1 ? 's' : ''}}:{{~it.data:value}} {{=value}}{{~}}",
-			"incomplete": "ARIA attribute{{=it.data && it.data.length > 1 ? 's' : ''}} element ID does not exist on the page:{{~it.data:value}} {{=value}}{{~}}"
+			"fail": {
+				"singular": "Invalid ARIA attribute value: ${data.values}",
+				"plural": "Invalid ARIA attribute values: ${data.values}"
+			},
+			"incomplete": {
+				"singular": "ARIA attribute element ID does not exist on the page: ${data.values}",
+				"plural": "ARIA attributes element ID does not exist on the page: ${data.values}"
+			}
 		}
 	}
 }
diff --git a/lib/checks/aria/valid-attr.json b/lib/checks/aria/valid-attr.json
index d39ee6749d..1d1a582352 100644
--- a/lib/checks/aria/valid-attr.json
+++ b/lib/checks/aria/valid-attr.json
@@ -5,8 +5,11 @@
 	"metadata": {
 		"impact": "critical",
 		"messages": {
-			"pass": "ARIA attribute name{{=it.data && it.data.length > 1 ? 's' : ''}} are valid",
-			"fail": "Invalid ARIA attribute name{{=it.data && it.data.length > 1 ? 's' : ''}}:{{~it.data:value}} {{=value}}{{~}}"
+			"pass": "ARIA attribute name is valid",
+			"fail": {
+				"singular": "Invalid ARIA attribute name: ${data.values}",
+				"plural": "Invalid ARIA attribute names: ${data.values}"
+			}
 		}
 	}
 }
diff --git a/lib/checks/color/color-contrast.js b/lib/checks/color/color-contrast.js
index 24b37db82d..0bcf0abc9e 100644
--- a/lib/checks/color/color-contrast.js
+++ b/lib/checks/color/color-contrast.js
@@ -44,7 +44,7 @@ const data = {
 	contrastRatio: cr ? truncatedResult : undefined,
 	fontSize: `${((fontSize * 72) / 96).toFixed(1)}pt (${fontSize}px)`,
 	fontWeight: bold ? 'bold' : 'normal',
-	missingData: missing,
+	messageKey: missing,
 	expectedContrastRatio: cr.expectedContrastRatio + ':1'
 };
 
diff --git a/lib/checks/color/color-contrast.json b/lib/checks/color/color-contrast.json
index d20a93873b..de0635158e 100644
--- a/lib/checks/color/color-contrast.json
+++ b/lib/checks/color/color-contrast.json
@@ -4,9 +4,10 @@
 	"metadata": {
 		"impact": "serious",
 		"messages": {
-			"pass": "Element has sufficient color contrast of {{=it.data.contrastRatio}}",
-			"fail": "Element has insufficient color contrast of {{=it.data.contrastRatio}} (foreground color: {{=it.data.fgColor}}, background color: {{=it.data.bgColor}}, font size: {{=it.data.fontSize}}, font weight: {{=it.data.fontWeight}}). Expected contrast ratio of {{=it.data.expectedContrastRatio}}",
+			"pass": "Element has sufficient color contrast of ${data.contrastRatio}",
+			"fail": "Element has insufficient color contrast of ${data.contrastRatio} (foreground color: ${data.fgColor}, background color: ${data.bgColor}, font size: ${data.fontSize}, font weight: ${data.fontWeight}). Expected contrast ratio of ${data.expectedContrastRatio}",
 			"incomplete": {
+				"default": "Unable to determine contrast ratio",
 				"bgImage": "Element's background color could not be determined due to a background image",
 				"bgGradient": "Element's background color could not be determined due to a background gradient",
 				"imgNode": "Element's background color could not be determined because element contains an image node",
@@ -16,8 +17,7 @@
 				"elmPartiallyObscuring": "Element's background color could not be determined because it partially overlaps other elements",
 				"outsideViewport": "Element's background color could not be determined because it's outside the viewport",
 				"equalRatio": "Element has a 1:1 contrast ratio with the background",
-				"shortTextContent": "Element content is too short to determine if it is actual text content",
-				"default": "Unable to determine contrast ratio"
+				"shortTextContent": "Element content is too short to determine if it is actual text content"
 			}
 		}
 	}
diff --git a/lib/checks/color/link-in-text-block.js b/lib/checks/color/link-in-text-block.js
index fb955bef59..2cd364b84e 100644
--- a/lib/checks/color/link-in-text-block.js
+++ b/lib/checks/color/link-in-text-block.js
@@ -50,7 +50,7 @@ if (color.elementIsDistinct(node, parentBlock)) {
 	} else if (contrast >= 3.0) {
 		axe.commons.color.incompleteData.set('fgColor', 'bgContrast');
 		this.data({
-			missingData: axe.commons.color.incompleteData.get('fgColor')
+			messageKey: axe.commons.color.incompleteData.get('fgColor')
 		});
 		axe.commons.color.incompleteData.clear();
 		// User needs to check whether there is a hover and a focus style
@@ -74,7 +74,7 @@ if (color.elementIsDistinct(node, parentBlock)) {
 		}
 		axe.commons.color.incompleteData.set('fgColor', reason);
 		this.data({
-			missingData: axe.commons.color.incompleteData.get('fgColor')
+			messageKey: axe.commons.color.incompleteData.get('fgColor')
 		});
 		axe.commons.color.incompleteData.clear();
 		return undefined;
diff --git a/lib/checks/color/link-in-text-block.json b/lib/checks/color/link-in-text-block.json
index 2c81cbc127..7aa1433654 100644
--- a/lib/checks/color/link-in-text-block.json
+++ b/lib/checks/color/link-in-text-block.json
@@ -7,12 +7,12 @@
 			"pass": "Links can be distinguished from surrounding text in some way other than by color",
 			"fail": "Links need to be distinguished from surrounding text in some way other than by color",
 			"incomplete": {
+				"default": "Unable to determine contrast ratio",
 				"bgContrast": "Element's contrast ratio could not be determined. Check for a distinct hover/focus style",
 				"bgImage": "Element's contrast ratio could not be determined due to a background image",
 				"bgGradient": "Element's contrast ratio could not be determined due to a background gradient",
 				"imgNode": "Element's contrast ratio could not be determined because element contains an image node",
-				"bgOverlap": "Element's contrast ratio could not be determined because of element overlap",
-				"default": "Unable to determine contrast ratio"
+				"bgOverlap": "Element's contrast ratio could not be determined because of element overlap"
 			}
 		}
 	}
diff --git a/lib/checks/forms/fieldset.js b/lib/checks/forms/fieldset.js
index a2b9fa49b4..f2137eba46 100644
--- a/lib/checks/forms/fieldset.js
+++ b/lib/checks/forms/fieldset.js
@@ -102,7 +102,7 @@ var data = {
 
 var result = runCheck(virtualNode);
 if (!result) {
-	data.failureCode = failureCode;
+	data.messageKey = failureCode;
 }
 this.data(data);
 
diff --git a/lib/checks/forms/fieldset.json b/lib/checks/forms/fieldset.json
index f3967c4c1e..8e40aa2ed8 100644
--- a/lib/checks/forms/fieldset.json
+++ b/lib/checks/forms/fieldset.json
@@ -7,7 +7,14 @@
 		"impact": "critical",
 		"messages": {
 			"pass": "Element is contained in a fieldset",
-			"fail": "{{var code = it.data && it.data.failureCode;}}{{? code === 'no-legend'}}Fieldset does not have a legend as its first child{{?? code === 'empty-legend'}}Legend does not have text that is visible to screen readers{{?? code === 'mixed-inputs'}}Fieldset contains unrelated inputs{{?? code === 'no-group-label'}}ARIA group does not have aria-label or aria-labelledby{{?? code === 'group-mixed-inputs'}}ARIA group contains unrelated inputs{{??}}Element does not have a containing fieldset or ARIA group{{?}}"
+			"fail": {
+				"default": "Element does not have a containing fieldset or ARIA group",
+				"no-legend": "Fieldset does not have a legend as its first child",
+				"empty-legend": "Legend does not have text that is visible to screen readers",
+				"mixed-inputs": "Fieldset contains unrelated inputs",
+				"no-group-label": "ARIA group does not have aria-label or aria-labelledby",
+				"group-mixed-inputs": "ARIA group contains unrelated inputs"
+			}
 		}
 	}
 }
diff --git a/lib/checks/forms/group-labelledby.js b/lib/checks/forms/group-labelledby.js
index 43e79a630e..a81f9062d5 100644
--- a/lib/checks/forms/group-labelledby.js
+++ b/lib/checks/forms/group-labelledby.js
@@ -57,9 +57,9 @@ if (uniqueLabels.length > 0 && sharedLabels.length > 0) {
 }
 
 if (uniqueLabels.length > 0 && sharedLabels.length === 0) {
-	data.failureCode = 'no-shared-label';
+	data.messageKey = 'no-shared-label';
 } else if (uniqueLabels.length === 0 && sharedLabels.length > 0) {
-	data.failureCode = 'no-unique-label';
+	data.messageKey = 'no-unique-label';
 }
 
 this.data(data);
diff --git a/lib/checks/forms/group-labelledby.json b/lib/checks/forms/group-labelledby.json
index b17e7dcfdb..d13892c382 100644
--- a/lib/checks/forms/group-labelledby.json
+++ b/lib/checks/forms/group-labelledby.json
@@ -6,8 +6,12 @@
 	"metadata": {
 		"impact": "critical",
 		"messages": {
-			"pass": "Elements with the name \"{{=it.data.name}}\" have both a shared label, and a unique label, referenced through aria-labelledby",
-			"fail": "{{var code = it.data && it.data.failureCode;}}Elements with the name \"{{=it.data.name}}\" do not all have {{? code === 'no-shared-label' }}a shared label{{?? code === 'no-unique-label' }}a unique label{{??}}both a shared label, and a unique label{{?}}, referenced through aria-labelledby"
+			"pass": "Elements with the name \"${data.name}\" have both a shared label, and a unique label, referenced through aria-labelledby",
+			"fail": {
+				"default": "Elements with the name \"${data.name}\" do not all have both a shared label, and a unique label referenced through aria-labelledby",
+				"no-shared-label": "Elements with the name \"${data.name}\" do not all have a shared label referenced through aria-labelledby",
+				"no-unique-label": "Elements with the name \"${data.name}\" do not all have a unique label referenced through aria-labelledby"
+			}
 		}
 	}
 }
diff --git a/lib/checks/keyboard/landmark-is-top-level.json b/lib/checks/keyboard/landmark-is-top-level.json
index eb6665bebc..3169697bf9 100644
--- a/lib/checks/keyboard/landmark-is-top-level.json
+++ b/lib/checks/keyboard/landmark-is-top-level.json
@@ -4,8 +4,8 @@
 	"metadata": {
 		"impact": "moderate",
 		"messages": {
-			"pass": "The {{=it.data.role }} landmark is at the top level.",
-			"fail": "The {{=it.data.role }} landmark is contained in another landmark."
+			"pass": "The ${data.role} landmark is at the top level.",
+			"fail": "The ${data.role} landmark is contained in another landmark."
 		}
 	}
 }
diff --git a/lib/checks/lists/listitem.js b/lib/checks/lists/listitem.js
index d6fd712275..ed1f25d685 100644
--- a/lib/checks/lists/listitem.js
+++ b/lib/checks/lists/listitem.js
@@ -12,7 +12,9 @@ if (parentRole === 'list') {
 }
 
 if (parentRole && axe.commons.aria.isValidRole(parentRole)) {
-	this.data('roleNotValid');
+	this.data({
+		messageKey: 'roleNotValid'
+	});
 	return false;
 }
 
diff --git a/lib/checks/lists/listitem.json b/lib/checks/lists/listitem.json
index b1cd6fcce4..6588ff336e 100644
--- a/lib/checks/lists/listitem.json
+++ b/lib/checks/lists/listitem.json
@@ -5,7 +5,10 @@
 		"impact": "serious",
 		"messages": {
 			"pass": "List item has a <ul>, <ol> or role=\"list\" parent element",
-			"fail": "List item does not have a <ul>, <ol>{{? it.data === 'roleNotValid'}} without a role, or a role=\"list\"{{?}} parent element"
+			"fail": {
+				"default": "List item does not have a <ul>, <ol> parent element",
+				"roleNotValid": "List item does not have a <ul>, <ol> parent element without a role, or a role=\"list\""
+			}
 		}
 	}
 }
diff --git a/lib/checks/mobile/meta-viewport.json b/lib/checks/mobile/meta-viewport.json
index 6350f5c90b..1a3e4332b6 100644
--- a/lib/checks/mobile/meta-viewport.json
+++ b/lib/checks/mobile/meta-viewport.json
@@ -8,7 +8,7 @@
 		"impact": "critical",
 		"messages": {
 			"pass": "<meta> tag does not disable zooming on mobile devices",
-			"fail": "{{=it.data}} on <meta> tag disables zooming on mobile devices"
+			"fail": "${data} on <meta> tag disables zooming on mobile devices"
 		}
 	}
 }
diff --git a/lib/checks/parsing/duplicate-id-active.json b/lib/checks/parsing/duplicate-id-active.json
index 29ffcfa192..3c90070aa3 100644
--- a/lib/checks/parsing/duplicate-id-active.json
+++ b/lib/checks/parsing/duplicate-id-active.json
@@ -6,7 +6,7 @@
 		"impact": "serious",
 		"messages": {
 			"pass": "Document has no active elements that share the same id attribute",
-			"fail": "Document has active elements with the same id attribute: {{=it.data}}"
+			"fail": "Document has active elements with the same id attribute: ${data}"
 		}
 	}
 }
diff --git a/lib/checks/parsing/duplicate-id-aria.json b/lib/checks/parsing/duplicate-id-aria.json
index 8b0bf5e598..c80c957949 100644
--- a/lib/checks/parsing/duplicate-id-aria.json
+++ b/lib/checks/parsing/duplicate-id-aria.json
@@ -6,7 +6,7 @@
 		"impact": "critical",
 		"messages": {
 			"pass": "Document has no elements referenced with ARIA or labels that share the same id attribute",
-			"fail": "Document has multiple elements referenced with ARIA with the same id attribute: {{=it.data}}"
+			"fail": "Document has multiple elements referenced with ARIA with the same id attribute: ${data}"
 		}
 	}
 }
diff --git a/lib/checks/shared/avoid-inline-spacing.json b/lib/checks/shared/avoid-inline-spacing.json
index 74c1b5075a..a530cfa5ee 100644
--- a/lib/checks/shared/avoid-inline-spacing.json
+++ b/lib/checks/shared/avoid-inline-spacing.json
@@ -5,7 +5,10 @@
 		"impact": "serious",
 		"messages": {
 			"pass": "No inline styles with '!important' that affect text spacing has been specified",
-			"fail": "Remove '!important' from inline style{{=it.data && it.data.length > 1 ? 's' : ''}} {{=it.data.join(', ')}}, as overriding this is not supported by most browsers"
+			"fail": {
+				"singular": "Remove '!important' from inline style ${data.values}, as overriding this is not supported by most browsers",
+				"plural": "Remove '!important' from inline styles ${data.values}, as overriding this is not supported by most browsers"
+			}
 		}
 	}
 }
diff --git a/lib/checks/shared/non-empty-if-present.js b/lib/checks/shared/non-empty-if-present.js
index 85397e54df..5863c4f263 100644
--- a/lib/checks/shared/non-empty-if-present.js
+++ b/lib/checks/shared/non-empty-if-present.js
@@ -3,7 +3,11 @@ let nodeName = node.nodeName.toUpperCase();
 let type = (node.getAttribute('type') || '').toLowerCase();
 let label = node.getAttribute('value');
 
-this.data(label);
+if (label) {
+	this.data({
+		messageKey: 'has-label'
+	});
+}
 
 if (nodeName === 'INPUT' && ['submit', 'reset'].includes(type)) {
 	return label === null;
diff --git a/lib/checks/shared/non-empty-if-present.json b/lib/checks/shared/non-empty-if-present.json
index 62f7136d20..a2ba00f395 100644
--- a/lib/checks/shared/non-empty-if-present.json
+++ b/lib/checks/shared/non-empty-if-present.json
@@ -4,7 +4,10 @@
 	"metadata": {
 		"impact": "critical",
 		"messages": {
-			"pass": "Element {{?it.data}}has a non-empty value attribute{{??}}does not have a value attribute{{?}}",
+			"pass": {
+				"default": "Element does not have a value attribute",
+				"has-label": "Element has a non-empty value attribute"
+			},
 			"fail": "Element has a value attribute and the value attribute is empty"
 		}
 	}
diff --git a/lib/core/base/audit.js b/lib/core/base/audit.js
index d97195685d..d090f4bc7e 100644
--- a/lib/core/base/audit.js
+++ b/lib/core/base/audit.js
@@ -1,4 +1,6 @@
 /*global Rule, Check, RuleResult, commons: true */
+const dotRegex = /\{\{.+?\}\}/g;
+
 /*eslint no-unused-vars: 0*/
 function getDefaultConfiguration(audit) {
 	'use strict';
@@ -146,10 +148,10 @@ const mergeCheckLocale = (a, b) => {
 	let { pass, fail } = b;
 	// If the message(s) are Strings, they have not yet been run
 	// thru doT (which will return a Function).
-	if (typeof pass === 'string') {
+	if (typeof pass === 'string' && dotRegex.test(pass)) {
 		pass = axe.imports.doT.compile(pass);
 	}
-	if (typeof fail === 'string') {
+	if (typeof fail === 'string' && dotRegex.test(fail)) {
 		fail = axe.imports.doT.compile(fail);
 	}
 	return {
@@ -177,10 +179,10 @@ const mergeRuleLocale = (a, b) => {
 	let { help, description } = b;
 	// If the message(s) are Strings, they have not yet been run
 	// thru doT (which will return a Function).
-	if (typeof help === 'string') {
+	if (typeof help === 'string' && dotRegex.test(help)) {
 		help = axe.imports.doT.compile(help);
 	}
-	if (typeof description === 'string') {
+	if (typeof description === 'string' && dotRegex.test(description)) {
 		description = axe.imports.doT.compile(description);
 	}
 	return {
@@ -198,7 +200,7 @@ const mergeFailureMessage = (a, b) => {
 	let { failureMessage } = b;
 	// If the message(s) are Strings, they have not yet been run
 	// thru doT (which will return a Function).
-	if (typeof failureMessage === 'string') {
+	if (typeof failureMessage === 'string' && dotRegex.test(failureMessage)) {
 		failureMessage = axe.imports.doT.compile(failureMessage);
 	}
 	return {
@@ -212,7 +214,7 @@ const mergeFailureMessage = (a, b) => {
  */
 
 const mergeFallbackMessage = (a, b) => {
-	if (typeof b === 'string') {
+	if (typeof b === 'string' && dotRegex.test(b)) {
 		b = axe.imports.doT.compile(b);
 	}
 	return b || a;
diff --git a/lib/core/reporters/helpers/incomplete-fallback-msg.js b/lib/core/reporters/helpers/incomplete-fallback-msg.js
index 7aadfcb63e..60b7686a77 100644
--- a/lib/core/reporters/helpers/incomplete-fallback-msg.js
+++ b/lib/core/reporters/helpers/incomplete-fallback-msg.js
@@ -7,5 +7,7 @@
  */
 helpers.incompleteFallbackMessage = function incompleteFallbackMessage() {
 	'use strict';
-	return axe._audit.data.incompleteFallbackMessage();
+	return typeof axe._audit.data.incompleteFallbackMessage === 'function'
+		? axe._audit.data.incompleteFallbackMessage()
+		: axe._audit.data.incompleteFallbackMessage;
 };
diff --git a/lib/core/utils/process-message.js b/lib/core/utils/process-message.js
new file mode 100644
index 0000000000..8ab9334e0b
--- /dev/null
+++ b/lib/core/utils/process-message.js
@@ -0,0 +1,72 @@
+/* global helpers */
+const dataRegex = /\$\{\s?data\s?\}/g;
+
+/**
+ * Replace a placeholder with the value of a data string or object
+ * @param {String} str
+ * @param {String|Object} data
+ */
+function substitute(str, data) {
+	// replace all instances of ${ data } with the value of the string
+	if (typeof data === 'string') {
+		return str.replace(dataRegex, data);
+	}
+
+	// replace all instances of ${ data[prop] } with the value of the property
+	for (const prop in data) {
+		if (data.hasOwnProperty(prop)) {
+			const regex = new RegExp('\\${\\s?data\\.' + prop + '\\s?}', 'g');
+			str = str.replace(regex, data[prop]);
+		}
+	}
+
+	return str;
+}
+
+/**
+ * Process a metadata message.
+ * @param {String|Object} message
+ * @param {Object} data
+ * @return {String}
+ */
+axe.utils.processMessage = function processMessage(message, data) {
+	if (!message) {
+		return;
+	}
+
+	// data as array
+	if (Array.isArray(data)) {
+		data.values = data.join(', ');
+
+		if (
+			typeof message.singular === 'string' &&
+			typeof message.plural === 'string'
+		) {
+			const str = data.length === 1 ? message.singular : message.plural;
+			return substitute(str, data);
+		}
+
+		// no singular/plural message so just pass data
+		return substitute(message, data);
+	}
+
+	// message is a string that uses data as a string or object properties
+	if (typeof message === 'string') {
+		return substitute(message, data);
+	}
+
+	// message is an object that uses value of data to determine message
+	if (typeof data === 'string') {
+		const str = message[data];
+		return substitute(str, data);
+	}
+
+	// message uses value of data property to determine message
+	let str = message.default || helpers.incompleteFallbackMessage();
+
+	if (data && data.messageKey && message[data.messageKey]) {
+		str = message[data.messageKey];
+	}
+
+	return processMessage(str, data);
+};
diff --git a/lib/core/utils/publish-metadata.js b/lib/core/utils/publish-metadata.js
index d072df94e2..7dddcf4836 100644
--- a/lib/core/utils/publish-metadata.js
+++ b/lib/core/utils/publish-metadata.js
@@ -1,4 +1,4 @@
-/*global helpers */
+/* global helpers */
 /**
  * Construct incomplete message from check.data
  * @param  {Object} checkData Check result with reason specified
@@ -30,10 +30,13 @@ function getIncompleteReason(checkData, messages) {
 				return getDefaultMsg(messages);
 			}
 		}
+	} else if (checkData && checkData.messageKey) {
+		return messages.incomplete[checkData.messageKey];
 	} else {
 		return getDefaultMsg(messages);
 	}
 }
+
 /**
  * Extend checksData with the correct result message
  * @param  {Object} checksData The check result data
@@ -49,18 +52,28 @@ function extender(checksData, shouldBeTrue) {
 		var data = Object.assign({}, sourceData);
 		delete data.messages;
 		if (check.result === undefined) {
-			if (typeof messages.incomplete === 'object') {
-				data.message = function() {
-					return getIncompleteReason(check.data, messages);
-				};
-			} else {
-				// fall back to string function
+			// handle old doT template
+			if (
+				typeof messages.incomplete === 'object' &&
+				!Array.isArray(check.data)
+			) {
+				data.message = getIncompleteReason(check.data, messages);
+			}
+
+			// fallback to new process message style
+			if (!data.message) {
 				data.message = messages.incomplete;
 			}
 		} else {
 			data.message =
 				check.result === shouldBeTrue ? messages.pass : messages.fail;
 		}
+
+		// don't process doT template functions
+		if (typeof data.message !== 'function') {
+			data.message = axe.utils.processMessage(data.message, check.data);
+		}
+
 		axe.utils.extendMetaData(check, data);
 	};
 }
diff --git a/test/checks/color/color-contrast.js b/test/checks/color/color-contrast.js
index 5b80b48a70..d7426d2b74 100644
--- a/test/checks/color/color-contrast.js
+++ b/test/checks/color/color-contrast.js
@@ -185,7 +185,7 @@ describe('color-contrast', function() {
 		assert.isUndefined(contrastEvaluate.apply(checkContext, params));
 		assert.isUndefined(checkContext._data.bgColor);
 		assert.equal(checkContext._data.contrastRatio, 0);
-		assert.equal(checkContext._data.missingData, 'bgImage');
+		assert.equal(checkContext._data.messageKey, 'bgImage');
 	});
 
 	it('should return undefined for background-gradient elements', function() {
@@ -197,7 +197,7 @@ describe('color-contrast', function() {
 
 		assert.isUndefined(contrastEvaluate.apply(checkContext, params));
 		assert.isUndefined(checkContext._data.bgColor);
-		assert.equal(checkContext._data.missingData, 'bgGradient');
+		assert.equal(checkContext._data.messageKey, 'bgGradient');
 		assert.equal(checkContext._data.contrastRatio, 0);
 	});
 
@@ -211,7 +211,7 @@ describe('color-contrast', function() {
 
 			var result = contrastEvaluate.apply(checkContext, params);
 			assert.isUndefined(result);
-			assert.equal(checkContext._data.missingData, 'bgOverlap');
+			assert.equal(checkContext._data.messageKey, 'bgOverlap');
 			assert.equal(checkContext._data.contrastRatio, 0);
 			done();
 		}, 10);
@@ -272,7 +272,7 @@ describe('color-contrast', function() {
 			);
 
 			assert.isUndefined(contrastEvaluate.apply(checkContext, params));
-			assert.equal(checkContext._data.missingData, 'bgOverlap');
+			assert.equal(checkContext._data.messageKey, 'bgOverlap');
 			assert.equal(checkContext._data.contrastRatio, 0);
 			done();
 		}, 10);
@@ -286,7 +286,7 @@ describe('color-contrast', function() {
 		);
 
 		assert.isUndefined(contrastEvaluate.apply(checkContext, params));
-		assert.equal(checkContext._data.missingData, 'equalRatio');
+		assert.equal(checkContext._data.messageKey, 'equalRatio');
 		assert.equal(checkContext._data.contrastRatio, 1);
 	});
 
@@ -321,7 +321,7 @@ describe('color-contrast', function() {
 
 		var actual = contrastEvaluate.apply(checkContext, params);
 		assert.isUndefined(actual);
-		assert.equal(checkContext._data.missingData, 'shortTextContent');
+		assert.equal(checkContext._data.messageKey, 'shortTextContent');
 	});
 
 	it('should return true for a single character text with insufficient contrast', function() {
diff --git a/test/checks/color/link-in-text-block.js b/test/checks/color/link-in-text-block.js
index f82cf7f7e2..1d5d156e68 100644
--- a/test/checks/color/link-in-text-block.js
+++ b/test/checks/color/link-in-text-block.js
@@ -241,7 +241,7 @@ describe('link-in-text-block', function() {
 			assert.isUndefined(
 				checks['link-in-text-block'].evaluate.call(checkContext, linkElm)
 			);
-			assert.equal(checkContext._data.missingData, 'bgContrast');
+			assert.equal(checkContext._data.messageKey, 'bgContrast');
 		});
 
 		it('returns false if background contrast < 3:0', function() {
@@ -275,7 +275,7 @@ describe('link-in-text-block', function() {
 			assert.isUndefined(
 				checks['link-in-text-block'].evaluate.call(checkContext, linkElm)
 			);
-			assert.equal(checkContext._data.missingData, 'bgImage');
+			assert.equal(checkContext._data.messageKey, 'bgImage');
 		});
 	});
 
diff --git a/test/checks/forms/fieldset.js b/test/checks/forms/fieldset.js
index 5575ba1060..bb0870aea5 100644
--- a/test/checks/forms/fieldset.js
+++ b/test/checks/forms/fieldset.js
@@ -54,7 +54,7 @@ describe('fieldset', function() {
 					checks.fieldset.evaluate.call(checkContext, node, {}, virtualNode)
 				);
 				assert.deepEqual(checkContext._data, {
-					failureCode: 'no-group',
+					messageKey: 'no-group',
 					type: type,
 					name: 'uniqueyname'
 				});
@@ -81,7 +81,7 @@ describe('fieldset', function() {
 				checks.fieldset.evaluate.call(checkContext, node, {}, virtualNode)
 			);
 			assert.deepEqual(checkContext._data, {
-				failureCode: 'no-legend',
+				messageKey: 'no-legend',
 				type: type,
 				name: 'uniqueyname'
 			});
@@ -108,7 +108,7 @@ describe('fieldset', function() {
 				checks.fieldset.evaluate.call(checkContext, node, {}, virtualNode)
 			);
 			assert.deepEqual(checkContext._data, {
-				failureCode: 'empty-legend',
+				messageKey: 'empty-legend',
 				type: type,
 				name: 'uniqueyname'
 			});
@@ -136,7 +136,7 @@ describe('fieldset', function() {
 				checks.fieldset.evaluate.call(checkContext, node, {}, virtualNode)
 			);
 			assert.deepEqual(checkContext._data, {
-				failureCode: 'mixed-inputs',
+				messageKey: 'mixed-inputs',
 				type: type,
 				name: 'uniqueyname'
 			});
@@ -181,7 +181,7 @@ describe('fieldset', function() {
 				checks.fieldset.evaluate.call(checkContext, node, {}, virtualNode)
 			);
 			assert.deepEqual(checkContext._data, {
-				failureCode: 'no-group-label',
+				messageKey: 'no-group-label',
 				type: type,
 				name: 'uniqueyname'
 			});
@@ -207,7 +207,7 @@ describe('fieldset', function() {
 				checks.fieldset.evaluate.call(checkContext, node, {}, virtualNode)
 			);
 			assert.deepEqual(checkContext._data, {
-				failureCode: 'no-group-label',
+				messageKey: 'no-group-label',
 				type: type,
 				name: 'uniqueyname'
 			});
@@ -235,7 +235,7 @@ describe('fieldset', function() {
 				checks.fieldset.evaluate.call(checkContext, node, {}, virtualNode)
 			);
 			assert.deepEqual(checkContext._data, {
-				failureCode: 'group-mixed-inputs',
+				messageKey: 'group-mixed-inputs',
 				type: type,
 				name: 'uniqueyname'
 			});
diff --git a/test/checks/forms/group-labelledby.js b/test/checks/forms/group-labelledby.js
index de4b08f58a..b4b1115a05 100644
--- a/test/checks/forms/group-labelledby.js
+++ b/test/checks/forms/group-labelledby.js
@@ -109,7 +109,7 @@ describe('group-labelledby', function() {
 					assert.deepEqual(checkContext._data, {
 						name: 'groupname',
 						type: type,
-						failureCode: 'no-unique-label'
+						messageKey: 'no-unique-label'
 					});
 				}
 			);
@@ -138,7 +138,7 @@ describe('group-labelledby', function() {
 					assert.deepEqual(checkContext._data, {
 						name: 'groupname',
 						type: type,
-						failureCode: 'no-shared-label'
+						messageKey: 'no-shared-label'
 					});
 				}
 			);
@@ -326,7 +326,7 @@ describe('group-labelledby', function() {
 					assert.deepEqual(checkContext._data, {
 						name: 'groupname',
 						type: type,
-						failureCode: 'no-shared-label'
+						messageKey: 'no-shared-label'
 					});
 				}
 			);
@@ -364,7 +364,7 @@ describe('group-labelledby', function() {
 					assert.deepEqual(checkContext._data, {
 						name: 'groupname',
 						type: type,
-						failureCode: 'no-unique-label'
+						messageKey: 'no-unique-label'
 					});
 				}
 			);
diff --git a/test/checks/lists/listitem.js b/test/checks/lists/listitem.js
index 670748e707..1b14295f57 100644
--- a/test/checks/lists/listitem.js
+++ b/test/checks/lists/listitem.js
@@ -40,7 +40,7 @@ describe('listitem', function() {
 			'<ol role="menubar"><li id="target">My list item</li></ol>';
 		var target = fixture.querySelector('#target');
 		assert.isFalse(checks.listitem.evaluate.call(checkContext, target));
-		assert.equal(checkContext._data, 'roleNotValid');
+		assert.equal(checkContext._data.messageKey, 'roleNotValid');
 	});
 
 	it('should pass if the listitem has a parent <ol> with an invalid role', function() {
diff --git a/test/checks/shared/non-empty-if-present.js b/test/checks/shared/non-empty-if-present.js
index 8577fe618b..2304f85ef0 100644
--- a/test/checks/shared/non-empty-if-present.js
+++ b/test/checks/shared/non-empty-if-present.js
@@ -24,6 +24,7 @@ describe('non-empty-if-present', function() {
 		assert.isFalse(
 			checks['non-empty-if-present'].evaluate.call(checkContext, node)
 		);
+		assert.equal(checkContext._data.messageKey, 'has-label');
 	});
 
 	(isEdgeOrIe ? xit : it)(
@@ -49,7 +50,6 @@ describe('non-empty-if-present', function() {
 		assert.isFalse(
 			checks['non-empty-if-present'].evaluate.call(checkContext, node)
 		);
-		assert.equal(checkContext._data, '');
 	});
 
 	it('should return false if the element is not a submit or reset input', function() {
diff --git a/test/core/public/configure.js b/test/core/public/configure.js
index 98985c5255..8b0858a31c 100644
--- a/test/core/public/configure.js
+++ b/test/core/public/configure.js
@@ -307,10 +307,10 @@ describe('axe.configure', function() {
 			var audit = axe._audit;
 			var localeData = audit.data;
 
-			assert.equal(localeData.rules.greeting.help(), 'hi');
-			assert.equal(localeData.rules.greeting.description(), 'hello');
-			assert.equal(localeData.checks.banana.messages.pass(), 'pizza');
-			assert.equal(localeData.checks.banana.messages.fail(), 'icecream');
+			assert.equal(localeData.rules.greeting.help, 'hi');
+			assert.equal(localeData.rules.greeting.description, 'hello');
+			assert.equal(localeData.checks.banana.messages.pass, 'pizza');
+			assert.equal(localeData.checks.banana.messages.fail, 'icecream');
 			assert.deepEqual(localeData.checks.banana.messages.incomplete, {
 				foo: 'meat',
 				bar: 'fruit',
@@ -335,9 +335,9 @@ describe('axe.configure', function() {
 			var localeData = audit.data;
 
 			assert.equal(localeData.rules.greeting.help, 'ABCDEFGHIKLMNOPQRSTVXYZ');
-			assert.equal(localeData.rules.greeting.description(), 'hello');
+			assert.equal(localeData.rules.greeting.description, 'hello');
 			assert.equal(localeData.checks.banana.messages.pass, 'yay');
-			assert.equal(localeData.checks.banana.messages.fail(), 'icecream');
+			assert.equal(localeData.checks.banana.messages.fail, 'icecream');
 			assert.deepEqual(localeData.checks.banana.messages.incomplete, {
 				foo: 'a',
 				bar: 'b',
@@ -361,6 +361,46 @@ describe('axe.configure', function() {
 			assert.equal(axe._audit.lang, 'lol');
 		});
 
+		it('should call doT.compile if a messages uses doT syntax', function() {
+			axe.configure({
+				locale: {
+					lang: 'lol',
+					rules: { greeting: { description: 'hello' } },
+					checks: {
+						banana: {
+							fail: 'icecream {{=it.data.value}}'
+						}
+					}
+				}
+			});
+
+			var audit = axe._audit;
+			var localeData = audit.data;
+
+			assert.isTrue(
+				typeof localeData.checks.banana.messages.fail === 'function'
+			);
+		});
+
+		it('should leave the messages as a string if it does not use doT syntax', function() {
+			axe.configure({
+				locale: {
+					lang: 'lol',
+					rules: { greeting: { description: 'hello' } },
+					checks: {
+						banana: {
+							fail: 'icecream ${data.value}'
+						}
+					}
+				}
+			});
+
+			var audit = axe._audit;
+			var localeData = audit.data;
+
+			assert.isTrue(typeof localeData.checks.banana.messages.fail === 'string');
+		});
+
 		it('should update failure messages', function() {
 			axe._load({
 				data: {
@@ -400,9 +440,9 @@ describe('axe.configure', function() {
 			var audit = axe._audit;
 			var localeData = audit.data;
 
-			assert.equal(localeData.failureSummaries.any.failureMessage(), 'foo');
-			assert.equal(localeData.failureSummaries.none.failureMessage(), 'bar');
-			assert.equal(localeData.incompleteFallbackMessage(), 'baz');
+			assert.equal(localeData.failureSummaries.any.failureMessage, 'foo');
+			assert.equal(localeData.failureSummaries.none.failureMessage, 'bar');
+			assert.equal(localeData.incompleteFallbackMessage, 'baz');
 		});
 
 		it('should merge failure messages', function() {
@@ -440,7 +480,7 @@ describe('axe.configure', function() {
 			var audit = axe._audit;
 			var localeData = audit.data;
 
-			assert.equal(localeData.failureSummaries.any.failureMessage(), 'foo');
+			assert.equal(localeData.failureSummaries.any.failureMessage, 'foo');
 			assert.equal(
 				localeData.failureSummaries.none.failureMessage(),
 				'failed none'
@@ -571,7 +611,7 @@ describe('axe.configure', function() {
 			var banana = axe._audit.data.checks.banana;
 			assert.equal(banana.impact, 'potato');
 			assert.equal(banana.foo, 'bar');
-			assert.equal(banana.messages.pass(), 'yay banana');
+			assert.equal(banana.messages.pass, 'yay banana');
 		});
 
 		it('should error when provided an unknown rule id', function() {
@@ -645,7 +685,7 @@ describe('axe.configure', function() {
 				var audit = axe._audit;
 				var localeData = audit.data;
 
-				assert.equal(localeData.rules.greeting.help(), 'hi');
+				assert.equal(localeData.rules.greeting.help, 'hi');
 			});
 		});
 
diff --git a/test/core/public/reset.js b/test/core/public/reset.js
index 3f2202e7c2..b39d674985 100644
--- a/test/core/public/reset.js
+++ b/test/core/public/reset.js
@@ -114,8 +114,8 @@ describe('axe.reset', function() {
 
 			var banana = axe._audit.data.checks.banana;
 			assert.equal(banana.impact, 'serious');
-			assert.equal(banana.messages.pass(), 'yay');
-			assert.equal(banana.messages.fail(), 'boo');
+			assert.equal(banana.messages.pass, 'yay');
+			assert.equal(banana.messages.fail, 'boo');
 			assert.equal(banana.messages.incomplete, 'donno');
 		});
 	});
diff --git a/test/core/reporters/helpers/incomplete-fallback-msg.js b/test/core/reporters/helpers/incomplete-fallback-msg.js
index c1d100e58d..21db83db50 100644
--- a/test/core/reporters/helpers/incomplete-fallback-msg.js
+++ b/test/core/reporters/helpers/incomplete-fallback-msg.js
@@ -1,6 +1,21 @@
 describe('helpers.incompleteFallbackMessage', function() {
 	'use strict';
 	before(function() {
+		axe._load({
+			messages: {},
+			rules: [],
+			data: {
+				incompleteFallbackMessage: 'Dogs are the best'
+			}
+		});
+	});
+
+	it('should return a string', function() {
+		var summary = helpers.incompleteFallbackMessage();
+		assert.equal(summary, 'Dogs are the best');
+	});
+
+	it('should handle doT.js template function', function() {
 		axe._load({
 			messages: {},
 			rules: [],
@@ -10,9 +25,7 @@ describe('helpers.incompleteFallbackMessage', function() {
 				}
 			}
 		});
-	});
 
-	it('should return a string', function() {
 		var summary = helpers.incompleteFallbackMessage();
 		assert.equal(summary, 'Dogs are the best');
 	});
diff --git a/test/core/utils/process-message.js b/test/core/utils/process-message.js
new file mode 100644
index 0000000000..bd03b88887
--- /dev/null
+++ b/test/core/utils/process-message.js
@@ -0,0 +1,109 @@
+describe('axe.utils.processMessage', function() {
+	'use strict';
+
+	var original = axe._audit;
+
+	before(function() {
+		axe._audit = {
+			data: {
+				incompleteFallbackMessage: 'fallback message'
+			}
+		};
+	});
+
+	after(function() {
+		axe._audit = original;
+	});
+
+	it('should replace a ${data}', function() {
+		var message = 'Hello ${data}';
+		var output = axe.utils.processMessage(message, 'World!');
+		assert.equal(output, 'Hello World!');
+	});
+
+	it('should replace a ${ data } (with whitespace)', function() {
+		var message = 'Hello ${ data }';
+		var output = axe.utils.processMessage(message, 'World!');
+		assert.equal(output, 'Hello World!');
+	});
+
+	it('should replace ${data.prop}', function() {
+		var message = 'Hello ${data.world}';
+		var output = axe.utils.processMessage(message, { world: 'World!' });
+		assert.equal(output, 'Hello World!');
+	});
+
+	it('should replace ${ data.prop } (with whitespace)', function() {
+		var message = 'Hello ${ data.world }';
+		var output = axe.utils.processMessage(message, { world: 'World!' });
+		assert.equal(output, 'Hello World!');
+	});
+
+	describe('data is array', function() {
+		it('should replace ${data.values} with comma separated list of values', function() {
+			var message = 'Output: ${data.values}';
+			var output = axe.utils.processMessage(message, ['one', 'two']);
+			assert.equal(output, 'Output: one, two');
+		});
+
+		it('should handle singular message', function() {
+			var message = {
+				singular: 'Singular message: ${data.values}',
+				plural: 'Plural messages: ${ data.values }'
+			};
+			var output = axe.utils.processMessage(message, ['one']);
+			assert.equal(output, 'Singular message: one');
+		});
+
+		it('should handle plural message', function() {
+			var message = {
+				singular: 'Singular message: ${data.values}',
+				plural: 'Plural messages: ${ data.values }'
+			};
+			var output = axe.utils.processMessage(message, ['one', 'two']);
+			assert.equal(output, 'Plural messages: one, two');
+		});
+	});
+
+	describe('message is object', function() {
+		it('should handle message based on messageKey', function() {
+			var message = {
+				prop1: 'prop1 message',
+				prop2: 'prop2 message'
+			};
+			var output = axe.utils.processMessage(message, { messageKey: 'prop2' });
+			assert.equal(output, 'prop2 message');
+		});
+
+		it('should replace ${data}', function() {
+			var message = {
+				prop1: 'prop1 message',
+				prop2: '${data.world} message'
+			};
+			var output = axe.utils.processMessage(message, {
+				messageKey: 'prop2',
+				world: 'World!'
+			});
+			assert.equal(output, 'World! message');
+		});
+
+		it('should use default message', function() {
+			var message = {
+				default: 'default message',
+				prop1: 'prop1 message',
+				prop2: 'prop2 message'
+			};
+			var output = axe.utils.processMessage(message);
+			assert.equal(output, 'default message');
+		});
+
+		it('should use fallback message if no default', function() {
+			var message = {
+				prop1: 'prop1 message',
+				prop2: 'prop2 message'
+			};
+			var output = axe.utils.processMessage(message);
+			assert.equal(output, 'fallback message');
+		});
+	});
+});
diff --git a/test/core/utils/publish-metadata.js b/test/core/utils/publish-metadata.js
index 9e86758348..b6d2ae103b 100644
--- a/test/core/utils/publish-metadata.js
+++ b/test/core/utils/publish-metadata.js
@@ -861,4 +861,279 @@ describe('axe.utils.publishMetaData', function() {
 		axe.utils.publishMetaData(result);
 		assert.deepEqual(result.tags, ['hai']);
 	});
+
+	describe('non-doT syntax', function() {
+		it('should process ${data} syntax', function() {
+			axe._load({
+				rules: [],
+				data: {
+					rules: {
+						cats: {
+							help: 'cats-rule'
+						}
+					},
+					checks: {
+						'cats-ANY': {
+							messages: {
+								pass: 'pass-ANY ${data}',
+								fail: 'fail-ANY ${data}'
+							}
+						}
+					}
+				}
+			});
+
+			var result = {
+				id: 'cats',
+				nodes: [
+					{
+						any: [
+							{
+								result: true,
+								id: 'cats-ANY',
+								data: 'cats'
+							}
+						],
+						none: [],
+						all: []
+					}
+				]
+			};
+
+			axe.utils.publishMetaData(result);
+			assert.deepEqual(result, {
+				id: 'cats',
+				help: 'cats-rule',
+				tags: [],
+				nodes: [
+					{
+						any: [
+							{
+								result: true,
+								id: 'cats-ANY',
+								message: 'pass-ANY cats',
+								data: 'cats'
+							}
+						],
+						none: [],
+						all: []
+					}
+				]
+			});
+		});
+
+		it('should return default incomplete message with no reason specified by the check', function() {
+			axe._load({
+				rules: [],
+				data: {
+					rules: {
+						cats: {
+							help: 'cats-rule'
+						}
+					},
+					checks: {
+						'cats-NONE': {
+							messages: {
+								fail: 'fail-NONE',
+								pass: 'pass-NONE',
+								incomplete: {
+									'incomplete-NONE-reason1':
+										"We couldn't tell because of some reason",
+									'incomplete-NONE-reason2': 'Some other reason',
+									default: 'Fallback message for no reason'
+								}
+							}
+						},
+						'cats-ANY': {
+							messages: {
+								fail: 'fail-ANY',
+								pass: 'pass-ANY',
+								incomplete: {
+									'incomplete-ANY-reason1':
+										"We couldn't tell because of some reason",
+									'incomplete-ANY-reason2': 'Some other reason',
+									default: 'Fallback message for no reason'
+								}
+							}
+						},
+						'cats-ALL': {
+							messages: {
+								fail: 'fail-ALL',
+								pass: 'pass-ALL',
+								incomplete: {
+									'incomplete-ALL-reason1':
+										"We couldn't tell because of some reason",
+									'incomplete-ALL-reason2': 'Some other reason',
+									default: 'Fallback message for no reason'
+								}
+							}
+						}
+					}
+				}
+			});
+
+			var result = {
+				id: 'cats',
+				nodes: [
+					{
+						any: [
+							{
+								result: undefined,
+								id: 'cats-ANY',
+								data: {}
+							}
+						],
+						none: [
+							{
+								result: undefined,
+								id: 'cats-NONE',
+								data: {}
+							}
+						],
+						all: [
+							{
+								result: undefined,
+								id: 'cats-ALL',
+								data: {}
+							}
+						]
+					}
+				]
+			};
+			axe.utils.publishMetaData(result);
+			assert.deepEqual(result, {
+				id: 'cats',
+				help: 'cats-rule',
+				tags: [],
+				nodes: [
+					{
+						any: [
+							{
+								result: undefined,
+								id: 'cats-ANY',
+								message: 'Fallback message for no reason',
+								data: {}
+							}
+						],
+						none: [
+							{
+								result: undefined,
+								id: 'cats-NONE',
+								message: 'Fallback message for no reason',
+								data: {}
+							}
+						],
+						all: [
+							{
+								result: undefined,
+								id: 'cats-ALL',
+								message: 'Fallback message for no reason',
+								data: {}
+							}
+						]
+					}
+				]
+			});
+		});
+
+		it('should fall back to a generic message if incomplete object fails', function() {
+			axe._load({
+				rules: [],
+				data: {
+					incompleteFallbackMessage: 'Dogs are the best',
+					rules: {
+						cats: {
+							help: 'cats-rule'
+						}
+					},
+					checks: {
+						'cats-NONE': {
+							messages: {
+								faiL: 'fail-NONE',
+								pass: 'pass-NONE',
+								incomplete: {}
+							}
+						},
+						'cats-ANY': {
+							messages: {
+								faiL: 'fail-ANY',
+								pass: 'pass-ANY',
+								incomplete: {}
+							}
+						},
+						'cats-ALL': {
+							messages: {
+								faiL: 'fail-ALL',
+								pass: 'pass-ALL',
+								incomplete: {}
+							}
+						}
+					}
+				}
+			});
+
+			var result = {
+				id: 'cats',
+				nodes: [
+					{
+						any: [
+							{
+								result: undefined,
+								id: 'cats-ANY',
+								data: {}
+							}
+						],
+						none: [
+							{
+								result: undefined,
+								id: 'cats-NONE',
+								data: {}
+							}
+						],
+						all: [
+							{
+								result: undefined,
+								id: 'cats-ALL',
+								data: {}
+							}
+						]
+					}
+				]
+			};
+			axe.utils.publishMetaData(result);
+			assert.deepEqual(result, {
+				id: 'cats',
+				help: 'cats-rule',
+				tags: [],
+				nodes: [
+					{
+						any: [
+							{
+								result: undefined,
+								id: 'cats-ANY',
+								message: 'Dogs are the best',
+								data: {}
+							}
+						],
+						none: [
+							{
+								result: undefined,
+								id: 'cats-NONE',
+								message: 'Dogs are the best',
+								data: {}
+							}
+						],
+						all: [
+							{
+								result: undefined,
+								id: 'cats-ALL',
+								message: 'Dogs are the best',
+								data: {}
+							}
+						]
+					}
+				]
+			});
+		});
+	});
 });