The voice and tone of your interface: speak to the user in the language of the user
When we work on user experience design, we often pay close attention to visual elements like colors, typography, and information architecture. However, there is one element that often goes unnoticed but has a huge impact on how an interface is perceived: the written content.
See also: How to improve collaboration among design and UX Writing
Although it’s often repeated that “users don’t read,” the truth is that when they do, they read with intention. They pay attention to the words, style, tone, and what those words convey beyond their literal meaning. The way a message is constructed can determine whether the interaction feels natural and seamless. When that happens, it’s because there has been intentional work behind defining the product’s voice and tone.
What do we mean by voice and tone?
Simply put, voice is the product’s personality, while tone adapts that voice according to the moment.
- Voice remains consistent; tone adjusts.
- This distinction is crucial for building coherent communication that aligns with the product’s goals and user expectations.
Imagine we are designing a health app:
- Communicating an error message is not the same as confirming an appointment.
- In the first case, the tone must be clear and empathetic; in the second, it can be warmer and more encouraging.
- In both cases, the voice must remain recognizable.
Language builds connections
Well-crafted communication can strengthen user trust and add personality to a product.
In a Nielsen Norman Group study on the impact of tone of voice on brand perception, users preferred products whose writing felt more relatable, even when content was otherwise similar.
We see this daily in our work. Recently, in a project for an educational tool, we replaced cold, generic messages with ones using a more human tone. The result was immediate: better understanding and more interaction.
For instance, in a health app, the perception changes significantly between: “Error processing the request” versus “Something went wrong. We’re reviewing the issue to help you as soon as possible.” Both convey the same message, but the way they do it makes all the difference.
If the system throws an error, the last thing users need is a joking tone — it would increase their frustration. Conversely, a success or confirmation message can be an opportunity to strengthen the bond using a more friendly, motivating tone.
Four dimensions to shape your product’s voice
When designing content, we often rely on four axes proposed by Nielsen Norman Group to define a product’s communication style:
- Degree of formality: Should we sound more casual or more institutional?
- Presence of humor: Is a touch of humor appropriate or should we stay serious?
- Level of closeness: Should we use direct language, like speaking to a person, or maintain some distance?
- Emotional expressiveness: How much energy do we want to transmit? Should we be neutral or more expressive?
Placing a product within these dimensions helps create a clear and consistent identity.
To achieve brand presence aligned with its purpose, it’s essential to understand both the product and the target audience.
How do we define voice and tone in our projects?
Understanding the product’s identity
Before writing any message, we ensure we understand the product and what it represents.
- If a brand definition with values and attributes already exists, we use it as a starting point.
- If not, we facilitate workshops with the team to define the desired personality: Is it friendly? Professional? Dynamic? Calm?
Knowing who will be reading
Designing tone also involves understanding the audience. We conduct research:
- Interviews
- Social media language analysis
- Surveys and forms
We seek to understand:
- How people speak
- What they expect from the product
- What type of communication they find comfortable or off-putting
Speaking to a young social app user is different from addressing a financial sector professional in a corporate environment. Language must adapt to that context.
Identifying key moments in the user journey
User experience is not linear. There are welcoming moments, errors, waits, successes, etc. Each requires a different tone. We work with content maps assigning the appropriate tone for each moment:
- During onboarding, the tone should be welcoming and motivational.
- In error messages, clarity and empathy are the priority.
- In confirmation messages, we can use a more positive and approachable tone.
Documenting everything in a style guide
Once we have a clear understanding of the product’s voice and contextual tone adaptations, we compile it into a style guide.
This document helps align the entire team and maintain consistent communication across all user touchpoints (buttons, forms, emails, notifications, error messages…)
We typically include real examples, recommended word lists, phrases to avoid and guidelines for applying different tones. We may also include tools that simplify daily writing tasks.
And, true to user-centered design, we test:
- We run content tests to check if messages are understandable, sound natural, and generate the intended response.
- Based on what we learn, we adjust and improve.
Taking care of language is also part of design
Voice and tone are not minor details. They are an essential part of the user experience.
They help us connect with people, build trust, and give our product its own personality in a world where many interfaces look the same. It’s a way to design with empathy — and that, in the end, always stands out.
And you — do you know what your product’s voice sounds like? Maybe it’s a good time to listen carefully.
This is a translation of the following article from our corporate website:
