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+# Appropriate Tones in UX Writing  
+
+
+
+<img src="https://gimg2.baidu.com/image_search/src=http%3A%2F%2Fdiscover.ticketmaster.com.au%2Fwp-content%2Fuploads%2F2021%2F01%2F2021-sounds-better-together-tones-and-i-jimmy-barnes-missy-higgins-738x415.jpg&amp;refer=http%3A%2F%2Fdiscover.ticketmaster.com.au&amp;app=2002&amp;size=f9999,10000&amp;q=a80&amp;n=0&amp;g=0n&amp;fmt=auto?sec=1671961007&amp;t=73470cd3da529bd448f3c24842aa0edd" alt="Tones" title="Tones" style="zoom:67%;" />
+
+
+
+When writing a user- or developer-oriented copy, we should adjust the tone based on:
+
+- The content type, or context  
+- The user/developer's emotional state
+
+
+
+To determine an appropriate tone, consider the following questions:  
+
+- What situation is the reader in at the moment?  
+- How do they likely feel right at the moment they are reading the text?  
+- How is this content going to affect the reader?  
+- How can I maintain the reader's state of mind or put them in a better tone?  
+
+
+
+**Vary the tone to fit the situation:**
+
+| Content Type                           | Reader's Emotional State          | Appropriate Tone                                             |
+| -------------------------------------- | --------------------------------- | ------------------------------------------------------------ |
+| Marketing campaign                     | Surprise, delight, distraction    | Enthusiastic, memorable                                      |
+| Customer stories                       | Curious, relaxed                  | Energetic, direct, proud                                     |
+| Email newsletter                       | Interest, curiosity, distraction  | Enthusiastic, helpful, personal                              |
+| Blog post                              | Interest, anticipation, curiosity | Casual, friendly, contractions and colloquialisms accepted   |
+| Help document                          | Confusion, annoyance              | Straightforward, helpful                                     |
+| Success message                        | Relief, pride, joy                | Positive, friendly, enthusiastic                             |
+| Failure message and alert              | Confusion, stress, anger          | Gentle, calm, serious                                        |
+| Input box tip                          | Focused, cautious                 | Extremely focused, short and to the point                    |
+| Pop-up tip                             | Confused, focused, curious        | Friendly, concise, full sentences not needed                 |
+| Reply to a service ticket or complaint | Frustrated, hopeful               | Helpful, calm, friendly                                      |
+| Legal document                         | Stress, confusion, annoyance      | Clear, serious, straightforward, precision more important than clarity |
+