Our voice and tone shape our content. Think of the difference between voice and tone like this: you have the same voice all the time, but your tone changes depending on the situation or person to whom you're talking.
- Voice: We are friendly, thoughtful, smart, and informative. We want to write in a way that feels familiar, but not overly casual.
- Tone: Consider the user's state of mind when choosing your tone. For example, you might use one tone if you're explaining how to enroll in classes and another tone if you're explaining how to report a sexual assault. Once you have an idea of the user's emotional state, you can adjust your tone.
Style Tips for Voice and Tone
- Use active voice. Avoid passive voice. In active voice, the subject of the sentence does the action. In passive voice, the subject of the sentence has the action done to it.
- Avoid slang and jargon. Write in plain English. Our websites are for everyone. Jargon, acronyms, and buzzwords can be hard to understand or come across as inauthentic.
- Write positively. Use positive rather than negative language. Tell the reader what to do rather than what not to do.
- Keep it short. Use shorter paragraphs, more headings, and more lists than you would in print. Don't use formal or long words when easy ones will do.
Examples of Voice and Tone
Friendly, But Not Overly Casual
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Our English and composition workshops will help you learn how to effectively communicate your ideas.
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After taking our English and composition workshops, you'll be a communication pro!
Thoughtful, But Not Wordy
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We understand that students are more successful when their physical and mental health needs are met. That's why the Health Center provides health care and resources that are accessible and easy to understand.
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The Health Center is here to provide health care and education to our students in support of their well-being, so they may reach their educational goals, and to serve as a health and medical resource for the campus community.
Smart, But Not Stodgy
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All purchases must be accompanied by a purchase order (PO) that is signed by authorized personnel. A signed PO shows that funds are available and have been set aside for the purchase.
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As a public agency, Los Rios CCD requires an authorized purchase order for all transactions from District General Services endorsed by an authorized agent demonstrating the funds for the order are available and committed.
Informative, But Not Superfluous
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The Cooperative Work Experience Education and Internship Program helps students get internships on campus and within the larger community.
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The Cooperative Work Experience Education and Internship Program advances the vision and mission of the Los Rios Community College District by providing internships to qualified students through collaboration with our campus communities and employers.