Design Language vs Tone of Voice


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So what’s the difference between design language and tone of voice? Where are the boundaries between the tone of voice and design language, and who leads the strategy of these? Are they interchangeable?

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 different from writing prose (or at least it should be since web users read very little.) Still, every scrap of writing on a page (from body copy to button labels and other UX copywriting) contributes to the tone of voice we’re using to speak to our users (

Visual communication is exceptionally complicated. It’s diverse, boundless, and relentless. To induce a sense of clarity and coherence to it, we need to establish a series of constraints that will help us communicate with our end-users. This is where Design Language comes into play (

Why are these important, and how can navigate those tricky workplace politics?

All this and more are answered in this episode of Faster Horses.

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Produced by:

Paul Wilshaw

Nick Tomlinson

Mark Sutcliffe

Anthony Jones

Chris Sutcliffe

Title music: James Medd

Sound effects:

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