Tone of Voice

Tone of voice must be considered when visually communicating a message towards your audience.  The choice of typography, imagery, colour and layout are all elements that contribute towards the tone of voice. It’s essential to have the correct tone of voice, as it will help deliver a consistent message.

In Visual communication, it's important to deliver the right tone of voice through typography, to help convey a clear message. For the word 'silent' the typeface chosen contradicts the meaning of the word. 'Silent' should be displayed in a much more subtle and delicate manner, to help express the meaning of the word.

With the word 'Loud', it should be much larger and bolder, giving off a much more dramatic look, to amplify the meaning of the message, as having a relaxed delicate font, provides complication of what message is trying to be delivered.

http://www.apple.com/mac/

With Apple the tone of voice is formal through the choice of san-serif typeface and colour choices, this sophisticated house style is consistent throughout the products and branding. The branding is presented in a formal tone of voice to reflect the quality and precision of the products. Presenting a clear message of the quality of products through the tone of voice, will reach out to the middle/upper class target audience, who strive for quality and reliability in products.

http://www.thedieline.com/

The branding for 'JAFFO' has a much more informal approach as it's aimed at a younger audience. From the playful visual imagery with the colourful packaging, to the casual san-serif type face chosen, it all contributes to an informal tone of voice. The use of vibrant colour to represent different flavours makes it much more intriguing and eye-catching for children. The playful illustrations are a much easier way to connect with children instead of text, as visual imagery will engage them more into the products instead of masts of text. 

After analysing Tone of Voice, it makes me aware i need to do in depth research to the target audience, to make sure i select the right devices such as typography, colour, layout, and imagery, to deliver a message in design, that communicates with the audience in the right tone to be successful.