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Introduction to Design Systems

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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.

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    [MUSIC] 0:00
    When a brand speaks with an inconsistent voice, users notice. 0:04
    If a Morgan Stanley Wealth Management app used the goofy humor of a GEICO ad, 0:10
    investors would look to trust their money elsewhere. 0:16
    And Nike shoppers won't settle for the casual feel of a Keds ad. 0:19
    They expect high performance products that take athletic achievement seriously. 0:24
    It's like an actor breaking character, the audience no longer believes the scene. 0:31
    Over the following videos, we'll examine examples of voice and tone guidelines, 0:38
    and learn why this is such a key feature of design system documentation. 0:43
    But first, let's look at the two terms, voice and tone, and 0:48
    understand what separates them. 0:53
    One way to look at voice versus tone 0:57
    is to think about the difference between climate and weather. 1:00
    Weather describes short-term changes in the atmosphere. 1:04
    A damp, foggy morning might be followed by a clear sunny afternoon. 1:08
    That's weather. 1:13
    Climate, on the other hand, 1:14
    describes weather tendencies over long periods of time. 1:16
    Where I live in Portland, Oregon, the summers are warm and dry, and 1:21
    the winters are cool, cloudy, and rainy. 1:25
    Voice, a term that describes the long-term character or 1:29
    personality of a brand, is like climate in that it tends to be consistent, 1:33
    stable, and relatively predictable. 1:38
    Whereas tone is more like weather, subject to change based on atmospheric conditions. 1:42
    Think about your own personality, which doesn't change much from day to day. 1:49
    No matter what the situation, 1:54
    the decisions you make are shaped by your own principles and your own experiences. 1:56
    Everywhere you go, you speak with your own voice. 2:02
    However, the words you choose and the way you say them vary based on the situation. 2:07
    Presenting to the boss during a company meeting requires serious, formal language. 2:14
    Grabbing drinks with coworkers after the meeting doesn't. 2:20
    And you make adjustments all the time based on empathy. 2:24
    Imagine comforting a friend who seems nervous or upset. 2:28
    That's a different tone than one you'd used to chat 2:33
    with someone relaxed and smiling. 2:37
    Design system voice documentation exists to help copywriters 2:40
    understand the brand's personality. 2:45
    GEICO is always GEICO and should never sound like Morgan Stanley. 2:48
    Design system tone documentation exists to help 2:53
    copywriters approach individual situations with empathy. 2:57
    GEICO may have a humorous personality. 3:01
    But if I've been in a wreck, I don't want comedy, 3:05
    I want compassionate words and meaningful assistance. 3:08

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