Perception / Tone
- How do you want the user to perceive the website?
- What emotional response do you want to evoke?
- What is the tone of the website?
Mardi Gras - Tone: festive, colorful, exciting
Funeral Home - Tone: conservative, respectful, somber
When you are designing on a very tight budget that does not cover a detailed Communication Strategy then the Perception / Tone becomes a valuable source of information for the overall tone of the site and the desired user perception.
example Perception/Tone set-up
PERCEPTION / TONE
You need to only write a few words, normally two or three are enough that describe the tone of the site and the emotional response you want to create in your user.