Creative Brief - Project
lines design only

Perception / Tone

For example if the site is about Mardi Gras the tone could be festive, colorful and exciting but if it was a site for a funeral home you would probably want the tone to be conservative, respectful and somber.

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


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.