The Impact of Tone of Voice on Users8217 Brand Perception Nielsen Norman Group UX research

The Impact of Tone of Voice on Users’ Brand Perception (Nielsen Norman Group UX research)
The Impact of Tone of Voice on Users’ Brand Perception (Nielsen Norman Group UX research)

As web content professionals, we know that how we communicate with our users is just as important as what we’re communicating. But often, it’s difficult to predict and demonstrate exactly how our tone of voice might affect our users.

In a two-part study, we tested pairs of nearly identical website content. In each pair, the only aspect that we varied was the tone of voice used. We found that there are indeed measurable effects of tone of voice on users , specifically on users’ impressions of an organization’s friendliness, trustworthiness, and desirability. We also found that a user’s impression of an organization’s trustworthiness is a strong predictor of their willingness...






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