Setting the tone of a website
Deciding on the tone of a website is important in order to make the site’s users feel comfortable in the space. The tone is made up of all the components of a webpage including the text, graphics, layout and fonts. But how do you make sure the tone of the space you are creating reflects the people you want to visit your site?
Before you start setting the tone for your target visitors you need to define who you expect those users to be. The article “Setting the Tone” from the University of Leicester recommends understanding what your audience needs and expects from your website including looking at if they are a specialized group, such as one that would all know the same jargon, or a diverse group, like females between the ages of 19 and 35. After this is done a list of words describing the site that the defined user would like can be developed and the elements of the tone chosen based on the description.
A slightly different strategy for setting the tone of your website is to personify the company the website is for. The Spiral Media Website Planning Guide (pdf link) provides a list of personality traits, such as traditional or innovative and solitary or open, and asks that you describe the company as your target audience sees it. Using these traits a tone can be developed that suits the idea people have about your company. For example if you are a surf board manufacturer you do not want a tone that is professional and stuffy but one that is fun and has a beach feel.
One of the most important things to remember when designing a website is that it should complement your company’s other communication strategies, a point explained by DOWdb on their home page. Incorporating your brand into your company’s website is important for integrating it with your other marketing strategies. By doing this your company will present the same tone to their target audience no matter where they are seeing information about the company.
Following these ideas you can ensure that the tone of your website reflects your company and is a space that will please your target audience.
