For common use cases, prefer plugins with shared templates or logic over hard-coded HTML.
Prefer Gem-based plugins over individual files in the _plugins folder.
When writing plugins that may be run with untrusted user content, prefer liquid tempting and logic over Ruby, and internal Jekyll implementations over plugin-specific methods to minimize the surface area that needs to be secured.
Plugins should be descriptively named and preceded by jekyll-, (e.g., jekyll-avatars).
Plugins should be namespaced within the Jekyll module. The top-level class should not be prefixed with Jekyll.