Voice is the overall personality of the design, while tone is the way that personality is expressed.
Voice represents the core characteristics of a design, such as the values, attitude, and emotions it
conveys. Tone is how those characteristics are expressed in the design, suchas the language, visuals,
and other elements. For example, a design with a friendly voice might be expressed through warm
colors, friendly imagery, and casual language. Salesforce has some great resources on voice and tone
such as [1] and [2].
[1] https://www.salesforce.com/blog/2017/11/voice-tone-brandpersonality.html [2] https://www.salesforce.com/blog/2018/10/voice-tone-brand-personality-
ux.html
