One of the ways we create a consistent and familiar experience for our users is by speaking with a consistent voice throughout our product and content while being aware of our tone.
One of the ways we create a consistent and familiar experience for our users is by speaking with a consistent voice throughout our product and content while being aware of our tone.
What’s the difference between voice and tone? Think of it this way: our voice is a personification of who we are. We always have the same voice. But, our tone changes to match our context and situation, usually through word choice.
For example, when our users are asked to provide their first book suggestion for someone looking for something to read, they might be feeling excited and maybe a bit daunted. We can cheer them on and thank them when they send a suggestion.
But when our users experience something going poorly, such as well-thought suggestion failing to send, they’re probably feeling annoyed and uncertain. We can recognize what went wrong, apologize, and tell them what will happen next.
Our brand has a distinct voice and character. This voice and character is the basis of our writing for all of our digital platforms.
When we write in our shared voice, we are always: