Both of the samples within in each pair were nearly identical in everything from visual design to message.Our samples used realistic tones that we could reasonably expect to find in real sites.For all but the most extreme and exaggerated tones, you should expect to find similar effect sizes in your own tone variations.We’re not trying to make users laugh, or using any strong emotion in the message. If we add an attempt at humor and a little irreverence, we’ll have taken the same message to a totally different tone of voice.It’s a fairly traditional, straightforward message. (Remember, the irreverence here is the speaker’s attitude towards the subject, not necessarily towards the audience.) We wanted to make sure changes in the 4 tone-of-voice dimensions would be noticeable to our users, and not just theoretical concepts.I asked a few students why they thought the scores had improved, and they admitted that the test seemed much easier because of the new curriculum.Summary: A website’s tone of voice communicates how an organization feels about its message.Many academic writers mistake a scholarly tone for dull, boring language or a mixture of jargon and multisyllabic, "intelligent-sounding" words.Academic writing, however, does not need to be complicated nor lacking in style (APA, 2010, section 3.07); instead, it can be both engaging and clear. This means that everything you say must be unbiased, scholarly, and supported by evidence. These casual expressions may be appropriate in personal emails, but they are inappropriate in research papers. The second is revised to keep a formal tone: Informal: When I got my students to think science was wicked cool, their test scores went through the roof!To see how these 4 dimensions of tone can be varied to create different effects, let’s consider a small piece of copy that almost every content team has to consider at some point — an error message.At the core of every piece of writing is the message — the information we’re trying to communicate to our user.