Voice & Tone
Our tone of voice is the way in which we write and speak, what we say and how we say it. Like a person, what we say is dictated by our principles, experiences and aspirations, how we say it is informed by our personality.
Communication Style
Our tone of voice is the way in which we write and speak, what we say and how we say it. Like a person, what we say is dictated by our principles, experiences and aspirations, how we say it is informed by our personality.
- Casual and conversational
- Friendly respectful
- Enthusiastic but also matter-of-fact
- Gender-neutral and bias-free
- Smart
- Trustworthy
- Short, but full of key words
Examples
| Do | Don't |
|---|---|
| Hi Alex! | Dear Very Precious Client… |
| Get your Trust ID in less than 10 minutes | Get your Trust ID very fast! |
| Our services give you superpowers! | Become a hero using our services |
| To | In order to |
| So | Therefore |
| Now | At this point in time |
| If | In the event of |
| We help customers | We provide help to customers |
| We analysed | We conducted an analysis of |
| We decided to | We made a decision to |
References
- Every design system should have voice & tone defined
- Writing for the Web (U.S. Gov)
- Writing for the Web (Seattle University)
- What is the difference between voice and tone?
- 7 Best Examples of Brand Tone of Voice
- How To Tell Your Brand Story
- 5 tone of voice examples and tips to improve your messaging
- The best tone of voice examples we've found (so far)
- The international guide to gender-inclusive writing