The tone of voice is different for each brand.
You can’t create a strong and effective user experience without language. And tone of voice plays a big role in this by doing the following:
- Differentiating you from competitors,
- Showing your personality,
- Helping you gain and retain customers.
An excellent example of Tone of voice for the same message in different ways:
The tone of voice here was true to the spirit of the festival, making it authentic, and it was noticeable in other signage, making it consistent. It suited the personality of the festival and appealed to the audience that attended. The tone wasn’t negative (“Please turn your phone off”), which is the approach most commonly taken by cinemas, theaters and airlines. Instead, you were asked turn your phone back on after the talk, on the assumption that you had already turned it off. The bonus of asking you to share news of the session encouraged further positive behavior.
Given the nature of the event, the tone could have been complemented with more personality in the visuals. Something like:
For details about this research please visit : http://uxdesign.smashingmagazine.com/2012/08/21/finding-tone-voice/
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