Voice and tone influence how users perceive a product, interact with it, and make decisions about it. Establishing a consistent voice and tone helps create an experience that feels coherent, trustworthy, and user-focused.

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Voice

The Simpson Strong-Tie voice should always be:

Clear:

  • Write in the active voice.
  • Don’t try to be too clever.
  • Use simple vocabulary.

Relevant:

  • Connect to user goals.
  • Meet user expectations.
  • Fit the context.

Truthful:

  • Stay accurate, factual, and transparent.
  • Don’t avoid mentioning relevant limitations.
  • Set realistic expectations.

Believable:

  • Remain consistent with user expectations.
  • Avoid hyperbole.
  • Use language directed toward users.

Memorable:

  • Keep copy concise.
  • Ensure content is relatable.
  • Keep important information easy to find.

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Tone

Think of voice as the core identity, and tone as how that identity behaves in different situations. While the tone may shift depending on the context—good news, bad news, or urgent news—the underlying voice remains recognizable as Simpson Strong-Tie.

ToneAttitudeFrequencyExample
InstructionalClear and directOften“Follow these steps to complete your task.”
InspirationalMotivational and encouragingRare“Make your designs a reality and transform your living space.”
DependableProfessional and straightforwardOccasionally“Trust in the quality and durability of our products.”
SupportiveHelpful and empatheticOccasionally“We’re here to help you every step of the way.”