Studio Brief 2 - Infomation Design - Tone Of Voice

TONE OF VOICE

'Tone of voice isn't what we say but how we say it. It's the language we use, the way we construct sentences, the sound of our words and the personality we communicate'

The tone of voice for this leaflet needs to be over all scary yet informative as if too serious it will put off the audience at first glance as it will seem boring. It needs to have a tone that attracts the audience whilst educating them as it has to fit the purpose set. To create this tone the idea is to find facts/stats that appeal to the audience then use them in a form that is educational and that they can understand. Using humour will appeal to this audience on a level that will make them pay more attention but also read the facts as it will first of all grab the attention.

The Leaflet needs to use a direct personal tone of voice to make it seem like the audience are in danger of a fine personally, as if they need to worried because it will directly effect them. The leaflet has to relate it to them so they see it is a issues as well as how it effects them and how to avoid. The design needs to us a little type as possible to make it easy to read whilst directly informing, this will make sure the leaflet isn't over powering or seem daunting to the audience who loss interest in the large paragraphs of text. This tone is seen in the research into existing leaflet aimed at this audience as they all use as little text as possible to show the most information, the basic facts only need to be included.

As the audience is a student range the design will need to combine styles that appeal to this age rage, this will be more minimalist, casual lighthearted style. It will need to be whitespace heavy to make the complicated issues seem more understandable, busy design will make it look complicated causes the audience to be put off as they will be confused by what to read first. There needs to be on obvious path through the text to guide the audience as they read, the information needs to be included but in a  simple why that explains and informs.

tone needs to be : 
modern contemporary design
professional design but casual personal touch
informative 
serious but with a twist to catch the eye
energetic 
slightly scary
direct