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Introducing Voice and Tone

3:12 with Anwar Montasir

Over the following videos, we’ll examine examples of voice and tone guidelines, and learn why this is such a key feature of design system documentation. But first, let’s look at the two terms–voice, and tone–and understand what separates them.

Further reading

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    [MUSIC]

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    When a brand speaks with an inconsistent voice, users notice.

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    If a Morgan Stanley Wealth Management app used the goofy humor of a GEICO ad,

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    investors would look to trust their money elsewhere.

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    And Nike shoppers won't settle for the casual feel of a Keds ad.

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    They expect high performance products that take athletic achievement seriously.

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    It's like an actor breaking character, the audience no longer believes the scene.

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    Over the following videos, we'll examine examples of voice and tone guidelines,

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    and learn why this is such a key feature of design system documentation.

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    But first, let's look at the two terms, voice and tone, and

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    understand what separates them.

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    One way to look at voice versus tone

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    is to think about the difference between climate and weather.

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    Weather describes short-term changes in the atmosphere.

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    A damp, foggy morning might be followed by a clear sunny afternoon.

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    That's weather.

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    Climate, on the other hand,

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    describes weather tendencies over long periods of time.

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    Where I live in Portland, Oregon, the summers are warm and dry, and

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    the winters are cool, cloudy, and rainy.

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    Voice, a term that describes the long-term character or

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    personality of a brand, is like climate in that it tends to be consistent,

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    stable, and relatively predictable.

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    Whereas tone is more like weather, subject to change based on atmospheric conditions.

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    Think about your own personality, which doesn't change much from day to day.

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    No matter what the situation,

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    the decisions you make are shaped by your own principles and your own experiences.

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    Everywhere you go, you speak with your own voice.

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    However, the words you choose and the way you say them vary based on the situation.

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    Presenting to the boss during a company meeting requires serious, formal language.

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    Grabbing drinks with coworkers after the meeting doesn't.

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    And you make adjustments all the time based on empathy.

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    Imagine comforting a friend who seems nervous or upset.

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    That's a different tone than one you'd used to chat

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    with someone relaxed and smiling.

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    Design system voice documentation exists to help copywriters

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    understand the brand's personality.

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    GEICO is always GEICO and should never sound like Morgan Stanley.

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    Design system tone documentation exists to help

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    copywriters approach individual situations with empathy.

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    GEICO may have a humorous personality.

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    But if I've been in a wreck, I don't want comedy,

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    I want compassionate words and meaningful assistance.

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