Deciding on tone depends on both brand personality and identity of users. Start with the four general dimensions first. For example, decide if a funny, casual tone will work for your brand and your users. Then, refine your tone by choosing more specific tone target words like “playful,” “quirky,” or “sarcastic.”

How do you choose which tones to use?

Tone communicates the organizations' feelings about their message, and as such, affects how a user feels about the organization.

University of Virginia, Charlottesville

These four dimensions of tone create a 4D space onto which any website can be mapped:
- Funny vs. serious
- Respectful vs. irreverent
- Formal vs. casual
- Enthusiastic vs. matter-of-fact

The Four Dimensions of Tone

https://www.nngroup.com/articles/tone-of-voice-dimensions

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