Etiquette (/ˈɛtikɛt, -kɪt/) can be defined as a set of norms of personal behavior in polite society, usually occurring in the form of an ethical code of the expected and accepted social behaviors that accord with the conventions and norms observed and practiced by a society, a social class, or a social group. In modern English usage, the French word étiquette (label and tag) dates from the year 1750 and also originates from the French word for "ticket," possibly symbolizing a person’s entry into society through proper behavior. There are many important historical figures that have helped to shape the meaning of the term as well as provide varying perspectives.

In the third millennium BC, the Ancient Egyptian vizier Ptahhotep wrote The Maxims of Ptahhotep (2375–2350 BC), a didactic book of precepts extolling civil virtues such as truthfulness, self-control, and kindness towards other people. Recurrent thematic motifs in the maxims include learning by listening to other people, being mindful of the imperfection of human knowledge, that avoiding open conflict whenever possible should not be considered weakness, and that the pursuit of justice should be foremost. Yet, in human affairs, the command of a god ultimately prevails in all matters. Some of Ptahhotep's maxims indicate a person's correct behaviours in the presence of great personages (political, military, religious), and instructions on how to choose the right master and how to serve him. Other maxims teach the correct way to be a leader through openness and kindness, that greed is the base of all evil and should be guarded against, and that generosity towards family and friends is praiseworthy.

Confucius (551–479 BC) was a Chinese intellectual and philosopher whose works emphasized personal and governmental morality, correctness of social relationships, the pursuit of justice in personal dealings, and sincerity in all personal relations.

Baldassare Castiglione (1478–1529 CE), count of Casatico, was an Italian courtier and diplomat, soldier, and author of The Book of the Courtier (1528), an exemplar courtesy book dealing with questions of the etiquette and morality of the courtier during the Italian Renaissance.

Louis XIV (1638–1715), King of France, used a codified etiquette to tame the French nobility and assert his supremacy as the absolute monarch of France. In consequence, the ceremonious royal court favourably impressed foreign dignitaries whom the king received at the seat of French government, the Palace of Versailles, to the south-west of Paris.

Benjamin Franklin (1706–1790), an American inventor and Founding Father, contributed to the American understanding of etiquette through his emphasis on practical morality and social harmony. In his autobiography published in 1791, Franklin outlined a personal system of self-improvement centered around thirteen virtues, including sincerity, humility, and temperance. He viewed etiquette as a means of fostering effective communication, avoiding unnecessary conflict, and promoting cooperation in both personal and public life. Franklin distrusted ostentatious formality and believed manners should serve a purpose rooted in usefulness, sincerity, and democratic ideals.

George Washington (1732–1799), the first President of the United States and commander of the Continental Army during the American Revolutionary War, was heavily influenced in his youth by a set of social maxims titled Rules of Civility & Decent Behaviour in Company and Conversation. Adapted from an earlier French text, these 110 rules emphasized humility, respect for others, restraint, and the importance of maintaining decorum in public life. Though Washington did not write the rules himself, copying them by hand served as early moral training and significantly shaped his public persona. The maxims promoted the idea that civil behavior was a reflection of personal virtue and that etiquette could serve as a tool for cultivating leadership and moral character. Despite George Washington’s strong public support for education, many of his contemporaries criticized his intellect, labeling him as poorly educated and lacking eloquence. Figures like Aaron Burr, Thomas Jefferson, and John Adams described him as unrefined, grammatically weak, and intellectually limited. Due to Washington’s personal sensitivity to the level of his academic exposure, these critiques only increased the motivation to copy the 110 rules. Although there may not be any evidence of George Washington verbally passing on the maxims, his actions and character served as a physical example of these beliefs.

In the 18th century, during the Age of Enlightenment, the adoption of etiquette was a self-conscious process for acquiring the conventions of politeness and the normative behaviours (charm, manners, demeanour) which symbolically identified the person as a genteel member of the upper class. To identify with the social élite, the upwardly mobile middle class and the bourgeoisie adopted the behaviours and the artistic preferences of the upper class. To that end, socially ambitious people of the middle classes occupied themselves with learning, knowing, and practising the rules of social etiquette, such as the arts of elegant dress and gracious conversation, when to show emotion, and courtesy with and towards women.