How to choose the right tone for your digital product

When it comes to creating a digital product, the tone you use in your writing is just as important as the functionality of the product itself.

5 min readJan 9, 2023

According to Nielsen Norman Group, tone of voice communicates how an organization feels about its messaging. Tone of voice is about how it’s communicated as opposed to what is communicated. According to Prof. Albert Mehrabian, only 7% of communication is verbal, while 38% is nonverbal and 55% is visual.

Here are some tips for finding the perfect tone for your product:

Know your audience

Who are you creating this product for? Understanding your target audience will help you determine the best tone to use in your writing. For example, if you’re creating a financial management tool for small business owners, a more formal and professional tone may be appropriate. On the other hand, if you’re creating a social media app for teenagers, a more casual and friendly tone may be a better fit.

Consider the purpose of the product

What is the purpose of your product? Is it meant to be educational, informative, or entertaining? The tone you use should align with the purpose of the product. For example, if you’re creating a language learning app, a more serious and educational tone may be appropriate. If you’re creating a game, a more light-hearted and playful tone may be more fitting.

Think about the emotions you want to evoke

What emotions do you want your users to feel when using your product? Do you want to create a sense of excitement and adventure, or a feeling of calm and relaxation? The tone you use in your writing should reflect the emotions you want to evoke in your users.

Use simple language

When it comes to digital products, such as SaaS platforms and online services, it’s important to use clear and simple language. This helps to ensure that your users can easily understand what you’re trying to say, regardless of their level of expertise or technical knowledge. Avoid using jargon or technical terms that your users may not be familiar with.

Be consistent

It’s important to maintain consistency in the voice and tone you use across all channels and touchpoints. This helps create a cohesive and cohesive user experience and reinforces the personality of your brand.

Use caution with humor and irreverence

While humor and irreverence can be effective in certain situations, they can also be risky. It’s important to know your audience well and be aware of the potential consequences of using these tones.

Ask yourself some questions

To help you find the right tone for your digital product, ask yourself the following questions:

What kind of relationship do you want to have with your users? Do you want to be seen as a friend, a mentor, or an authority figure?
How do you want your users to feel when using your product? Do you want them to feel informed, entertained, or inspired?
What are the main goals of your product? Is it to educate, inform, or entertain your users?

What tone of voice to choose

Here are some options for you to choose from when thinking about the tone to use for your product content and UX copy:

Rational. The rational tone is calm, logical, and objective. It’s useful for conveying information in a clear and straightforward way.

Inspirational. The inspirational tone is positive, uplifting, and motivating. It’s often used to encourage users to take action or to inspire them to pursue their goals.

Emotional. The emotional tone is personal, compassionate, and empathetic. It’s often used to connect with users on a deeper level and to evoke feelings of trust and loyalty.

Playful. The playful tone is lighthearted, fun, and sometimes humorous. It’s often used to inject a bit of levity into the user experience and to create a more enjoyable and engaging experience.

Four Dimensions of Tone of Voice

You can think of four main dimensions of tone of voice to guide your writing process: formality, politeness, respectfulness, and enthusiasm.

Formality refers to the level of formality in the language used. A formal tone may be more appropriate for business or educational settings, while a more casual tone may be more suitable for social or personal situations.

Politeness refers to the level of politeness or politeness strategies used in the language. For example, using words like “please” and “thank you” can convey politeness, while using more direct language may come across as less polite.

Respectfulness refers to the level of respect shown in the language used. Using respectful language can help to build trust and establish a positive relationship with the audience.

Finally, enthusiasm refers to the level of energy and excitement in the language. Using enthusiastic language can help to engage and motivate the audience.

Conclusion

Choosing the right tone for your digital product is essential for creating a positive user experience. By considering your audience, the purpose of your product, and the emotions you want to evoke, you can find a tone that resonates with your users and helps to enhance their overall experience.

By understanding your audience, establishing your brand’s personality, using tone appropriately, and being consistent, you can create a cohesive and effective user experience through the use of voice and tone. Just be sure to use caution when experimenting with humor and irreverence, as these tones can be risky and may not always be appropriate.