Tone & Voice in Product Copy

Summary

A brand's consistent personality expressed through word choice — friendly versus formal, playful versus serious — applied consistently across every piece of interface copy.

• 1Define 3 tone adjectives for a hypothetical product and write sample copy demonstrating each.
• 2Compare how 2 different apps' tone shows up in the same type of message (e.g. an error).
• 3Learn why tone should still flex situationally (a payment failure needs a calmer tone than a like button).