Voice and Tone as Information Architecture

EDITOR'S SUMMARY

Essential components of effective content design in information architecture are the voice and tone of written communications. Voice is a consistent reflection of an organization's unique personality and core values, while tone varies by context and immediate purpose while still conveying a larger meaning. Together, carefully crafted voice and tone help an organization connect emotionally with its audience and convey messages with the appropriate intent. Codifying voice in an editorial style guide helps ensure consistency in content and nurtures audience loyalty. Elements to consider in communicating through the identified voice include sentence length and type, use of modifiers, punctuation and formality of expression. Tone should be tailored to typical user personas. It is useful to link tone to situations, feelings and communication in a table, to test by reading messages aloud to oneself and then share with colleagues and actual users and to vary elements to achieve the desired impact.