Benchmarking voice and tone

Engaging with a digital product is more enjoyable when it feels human. A unique voice and tone help create that connection with users.

To find your brand’s voice, start by exploring products from different domains. Observe their language — how they express emotions like joy or surprise, and how their tone grabs your attention. Save examples of UX copy that feel natural and engaging.

Next, think about your product. How do you want users to perceive it? Is it playful or straightforward? What emotions should users feel when interacting with it? Keep testing and adjusting based on user feedback — it takes time to perfect.