So I’ve talked a lot about tone of voice a few times, but I really like this article from Smashing Mag.  Giving examples from various sites they show how tone of voice can really help to give a unique feeling when you read a site.

Here’s two examples, first Starbucks:

“To say that Starbucks purchases and roasts high-quality whole bean coffee is very true. That’s the essence of what we do — but it hardly tells the whole story.

Our coffeehouses have become a beacon for coffee lovers everywhere. Why do they insist on Starbucks? Because they know they can count on genuine service, an inviting atmosphere and a superb cup of expertly roasted and richly brewed coffee every time.”

Now compare with British Airways, my old Alma Mater:

“British Airways is a full service global airline, offering year-round low fares with an extensive global route network flying to and from centrally-located airports.”

Quite different tones, you’ll agree.