Voice makes your writing more consistent and tone makes it more empathetic. Together, they make your products easier to use.
Unlike traditional marketing, which is a one-way communication, apps are two-way interactions — they’re conversations, with plenty of back and forth.
Your voice is who you are. It never changes, from billboard to button text. But, just like in real life, the tone you take depends on who you’re talking to. Their context and their emotional state.
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