From Neilsen Norman Group: A two-part exper­i­ment found that different tones of voice on a website have measur­able impacts on users’ percep­tions of a brand’s friend­li­ness, trust­wor­thi­ness, and desir­ability. Casual, conver­sa­tional, and enthu­si­astic tones performed best. · Go to The impact of tone of voice on users →