The Four Dimensions of Tone of Voice

If we envision our website as a tool that enables us to have a conversation with our users, it’s clear that a carefully considered tone of voice is critical. In literature, the tone of voice refers to the author’s feelings towards the subject, as expressed through the writing itself. Writing for the web is obviously

The Four Dimensions of Tone of Voice
The Impact of Interaction Design on Brand Perception

Participants were asked to interact with each pair of prototypes, and then answer a series of 7-point rating-scale questions. Each question asked the participant to indicate which of the two extreme prototypes related most to a brand value or emotion. For example, for the direct/indirect manipulation example, one of the questions might ask, “Which of the two [prototypes] is more closely related to ‘surprise’?” The participant could select options 1–3, to indicate the direct manipulation prototype was more related to surprise. Or, the participant could select options 5–7 to

The Impact of Interaction Design on Brand Perception
Centered Logos Hurt Website Navigation

Traditionally, websites display a logo in the top left corner of every page (for sites that use left-to-right languages). This design pattern fulfills several critical needs for a good web user experience: Communicates the current location. Displaying the company logo on every page lets visitors quickly understand which site they are currently viewing. Telling users

Centered Logos Hurt Website Navigation



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Branding | Low-Contrast Text Is Not the Answer