Tone
Tone is a product decision
- Tone should match user stress, consequence, and context.
- Friendly does not mean chatty.
- In serious moments, calm and direct usually beats clever.
Low stress
A low-risk success message can be warm and brief.
- Saved to shortlist
- Invitation sent
- Profile updated
High stress
A high-risk error, payment, eligibility, or data-loss moment needs restraint.
- Payment was not taken
- Could not upload the file
- This action deletes 12 saved items