Creating a tone of voice is an appropriation of creating the correct, illustration, structure, use of words, style; for a brand/ audience etc. It is an underlying the principle of understanding, it is a concept to support what your trying to say. All designers and creative people must go through this process. Again it is about creating the right tone to suit the audience one which the audience will respond to; yet in keeping with the theme and tone of the product/advert.
Below I have created a few tones of voice thought typography: each creating some sort of experience and showing what the words actually mean.
A good example which I had come across this year which perfectly represents a tone of voice is through these Skoda adverts; they are showing two completely different attributes for each of the Skoda cars, using two completely different tones of voice.
The cake car ‘full of lovely stuff’ made to resemble a homely, safer car for people with families and children. In comparison to the green Skoda ‘made of meaner stuff’ which shows wilder attributes to resemble a sporty more dangerous car. The tone of voice is appropriated on both to target and suit a particular audience. Not only is the tone fulfilled visually but also through the choice of music.
The cake car ‘full of lovely stuff’ made to resemble a homely, safer car for people with families and children. In comparison to the green Skoda ‘made of meaner stuff’ which shows wilder attributes to resemble a sporty more dangerous car. The tone of voice is appropriated on both to target and suit a particular audience. Not only is the tone fulfilled visually but also through the choice of music.
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