What’s the Difference Between Tone and Voice?

Tone and voice are terms related to writing style and are often used together. Unfortunately, this means they’re frequently confused with one another.

The tone and voice of a text describe how the work is written and how it intends to make the audience feel. Both are relevant in all kinds of writing – fiction, nonfiction, academic, and business – and the shortest definition is this: 

Voice is a constant; tone is adaptable.

But what does this mean in practice and what exactly are the differences between tone and voice? In this post, we’ll set out everything you need to know about these two terms, as well as what to do about them when editing.

What Is Tone in Writing?

Tone in writing reflects the attitude toward the subject matter that the writer is trying to convey. In some cases, the tone will reflect the writer’s own feelings (e.g., in a personal blog or a review), and in other cases the tone will be carefully constructed to evoke a certain response from the reader (e.g., in marketing copy). Tone is conveyed through elements such as word choice, sentence structure, and overall style. A well-crafted tone ensures the intended message resonates effectively with the target audience.

We generally describe tone using adjectives. For example, the tone of a piece of writing might be formal, apologetic, distant, humorous, worried, passionate, annoyed, optimistic, or sarcastic.

There are as many tones out there as there are emotions. But whatever the tone may be, writers can use the following tools to establish it:

• Vocabulary: The specific words used can suggest various levels of formality and evoke different feelings, and they build the tone of the text.
• Punctuation: Even seemingly small things such as exclamation points, ellipses, and colons can subtly influence the reader’s perception of the text.
• Syntax and structure: Sentence length, complexity, and arrangement can contribute to the tone of a piece. For example, long sentences can express more in-depth thoughts, while shorter ones can create a sense of urgency.

The tone of a piece of writing should always suit its purpose and audience. For instance, while a light-hearted and enthusiastic tone is perfect for children’s fiction, it would not be appropriate in a professional resignation letter.

Examples of Tone in Writing

Below are some different tones commonly found in writing, along with examples of how that tone is conveyed through the language and style of the text.

Formal

A formal tone is often used in academic or official business communications. It is precise, professional, and respectful. It avoids slang, contractions, and casual language and tends to convey a more serious message. For example:

We apologize for any inconvenience this setback may have caused our customers.

The report must be submitted by the designated deadline to ensure timely review and feedback.

Please be advised that all team members are required to attend the mandatory compliance training next week.

Informal

An informal tone is casual, conversational, and often feels like you’re talking to a friend. It may include contractions, slang, and a relaxed sentence structure, and it may even incorporate emojis. It’s commonly found in writing that is meant to sound relatable, friendly, or approachable, such as in personal emails, text messages, blog posts, and social media content. For example:

Hey! Just wanted to check in and see how you’re doing.

I can’t believe how fast this week flew by – totally lost track of time.

If you’ve got any questions, feel free to hit me up anytime!

Worried

A worried tone expresses concern, anxiety, or unease. It often includes uncertain language and hints at possible negative outcomes, aiming to communicate a sense of urgency or apprehension. This tone may appear in personal writing, health advisories, or warnings when the writer wants to convey seriousness or fear. For example:

If the negotiations fall through, it’ll be a significant setback. I’m genuinely concerned about what that might mean for the team.

After a sharp increase in reported cases, health officials are urging the public to take extra precautions. If symptoms appear, seek medical attention immediately.

He scanned the empty streets, his heart pounding. She was supposed to meet him at midnight, but there was no sign of her.

Optimistic

An optimistic tone in writing reads as hopeful, positive, and confident about the future – even when challenges are involved. This tone is often used in inspirational writing and communications meant to uplift or reassure the reader (e.g., self-help books). For example:

Things might be tough right now, but better days are definitely on the horizon.

With a little effort and teamwork, there’s no doubt we can turn this around.

Every challenge is just a stepping stone toward something even greater.

Humorous

A humorous tone in writing is playful, witty, and intended to make the reader smile or laugh. It can use techniques such as exaggeration, wordplay, sarcasm, or lighthearted observations to entertain while still communicating a message. Humor can make content more engaging and relatable, especially when covering everyday topics or poking fun at common experiences. For example:

I tried to be productive today, but my to-do list and I are no longer on speaking terms.

Cooking dinner was going great – until the fire alarm gave its feedback.

Exercise is fun, they said. You’ll feel amazing, they said. Meanwhile, I’m crawling to the fridge like a wounded soldier.

What Is Voice in Writing?

Voice in writing is the overall personality, style, and perspective that comes through in a body of work. For an individual, voice is what makes one writer’s work feel distinct from another’s, even if they’re discussing the same topic. This is most noticeable in nonfiction writing, where a writer is presenting their own views, but it also applies to some fiction writers if they display a preferred tone across different books.

However, voice is not limited to individual writers. A brand or company also has a voice, which forms the backbone of all its written materials. While the tone of writing may change from text to text, depending on its content and purpose, a brand’s voice should be consistent through it all. 

Whether for an individual writer or a whole company, voice is defined by specific, consistent traits that emerge regardless of the content or purpose of the piece. These traits might include the following:

• Particular turns of phrase, colloquialisms, similes or metaphors, or idioms: These are unique expressions that can reflect the style, culture, and setting attributed to a voice. 
• Literary devices such as rhetoric and imagery: These add emphasis, vividness, and emotional weight to the writing.
• Point of view: Whether the perspective of the narration is in first person, second person, or third person shapes the overall voice of the text.
• Sentence structure: The way sentences are crafted and arranged can create a specific rhythm and cadence, and this pattern can be replicated across different texts.

Writers may choose to write in their own natural voice or adopt a specific voice when writing for a client. Brands, for instance, typically request a particular voice and style for their marketing and business communications to maintain consistency in their brand identity.

A consistent voice is crucial because it gives a piece of writing its personality and authenticity, and this impression can be built up across a body of work. The voice helps readers connect with the narration, building trust and emotional engagement. Without a clear voice, writing can feel flat, disjointed, or impersonal, making it harder for readers to stay engaged or care about the story or message.

Examples of Voice in Writing

Whether it’s breathing life into fictional worlds or establishing trust in business communications, voice is what makes a text resonate with an audience. Let’s explore how voice transforms both creative storytelling and professional writing. 

Voice in Creative Writing and Fiction

In creative writing and fiction, an author can develop and write in their own distinctive voice, or they may let a character take the lead. In the former style, the writer’s voice is highly personal and is often consistent across their works. In the latter, the writer tells the story from the perspective of the character, creating a distinct narrative voice which may be nothing like their own.

Voice can be reflected in how the plot unfolds or how the structure is organized in a longer piece. For some texts, writers lean heavily into vivid descriptions, while others may instead use sparse, minimalist detail.

The desired voice for a piece of writing can also influence the subjects the author chooses to focus on. For instance, in one work, the writer might spend pages painting a rich, atmospheric setting, while in another they might prioritize character development or realistic dialogue. Writers can also use voice to bring a distinctly human touch to technical subjects, adding emotion and relatability to otherwise complex ideas. 

Ultimately, voice is woven into every element of an author’s work, often in ways that are hard to define yet unmistakably unique.

Here are examples of some different styles of voice in literature and why each stands out:

1. J.D. Salinger – The Catcher in the Rye

Perspective: First person

Voice style: Casual, sarcastic, youthful

Why it stands out: Salinger uses slang, cynicism, and repetition to create a unique voice for his main character, Holden Caulfield. Holden narrates the story as if he is speaking directly to the reader, creating the impression that he is sharing honest, intimate thoughts.

If you really want to hear about it, the first thing you’ll probably want to know is where I was born, and what my lousy childhood was like…

2. Jane Austen – Pride and Prejudice

Perspective: Third person limited

Voice style: Witty, formal, satirical

Why it stands out: Austen uses an elegant, clever voice that lightly mocks society’s norms, especially around marriage. But although this story is narrated in third person, the information shared with the reader is mostly limited to the experiences of the main character, Elizabeth Bennet.

It is a truth universally acknowledged, that a single man in possession of a good fortune, must be in want of a wife.

3. Zora Neale Hurston – Their Eyes Were Watching God

Perspective: Third person omniscient

Voice style: Poetic, rich, lyrical
Why it stands out: Hurston’s voice blends beautiful imagery with deep emotional resonance, making her narration feel almost like spoken poetry. This voice is also omniscient, switching between different perspectives rather than just one. Through this, Hurston explores many characters’ inner feelings and thoughts, giving the reader deep insight into the full world of the story.

Ships at a distance have every man’s wish on board. For some they come in with the tide. For others they sail forever on the horizon…

Voice in Business Writing

In contrast to creative writers, who can develop their own voice or even create a new one for each work, freelance writers need to adapt to suit the voice of the client. When producing content for a brand, for example, they need to replicate its voice in their writing so it is consistent with the brand’s identity. 

Writers may use a client-specific style guide or follow particular stylistic rules to do this. For example, a brand will always refer to itself in a certain way in web and marketing copy. While not a universal rule, it is very common for a brand to speak in the plural first person (“we” and “our”) and address the customer in the second person (“you”). A freelance writer would have to apply this rule in everything they create for the company.

Here are some examples of brand voice in business writing:

1. Mailchimp

Voice style: Friendly, supportive, approachable

Why it stands out: Mailchimp’s voice conveys positivity to customers and reflects the overall image of a helpful brand. The reader is addressed directly in second person to make the copy feel more conversational. For example, here’s an introduction to Mailchimp:

Whether you’re just starting your business or have already established your brand, we’ve got what you need to create multichannel campaigns that reach your people where they are.

2. Apple

Voice style: Confident, concise, polished 

Why it stands out: Apple’s messaging is clear and direct, using a concise and almost staccato rhythm. The copy focuses on the products rather than the person who might use them. For example, this description is of the iPad Air:

The new iPad Air. Featuring the powerful Apple M3 chip. Up for anything. Built for Apple Intelligence.

3. Innocent Drinks

Voice style: Witty, playful, light

Why it stands out: Innocent Drinks, a UK smoothie and juice brand, is known for its quirky, funny, and down-to-earth messaging. The copy is written to the reader in a conversational manner, but it often surprises by defying expectations. For example, here is a previous tagline:

We make healthy drinks. You can count the ingredients on your fingers. Even if you have a couple missing.

What Is the Difference Between Voice and Tone in Writing?

Now that you know what tone and voice are, we can summarize the key difference between the two as this: Voice is a constant; tone is adaptable.

Voice is consistently present throughout a written work, whether that content belongs to an individual or a business. So when a freelance writer is creating content, they will adapt their style and write to match the brand voice.

Tone, on the other hand, varies from document to document depending on the subject matter, platform, intended audience, and purpose. A freelance writer will craft their copy to evoke the desired tone for a piece of content.

To sum up:

• Voice is what identifies a piece of writing as being by that writer or that brand
• Tone is what sets the emotional mood for an individual piece

How to Respect Tone and Voice When Editing

Voice and tone can be tricky when it comes to editing. For the most part, as an editor you should aim to preserve the voice of the piece. This means avoiding making any changes that detract from the unique style of the text or imposing your own voice onto your client’s work.

However, you should ensure the voice is consistent throughout a document. And if your client has specifically requested help with refining their voice, you may be able to make suggestions here and there.

When it comes to editing for tone, you can be a bit more flexible with what you change (although it’s still important to be mindful of over-editing). For example, if your client has used slang in a professional report or starts every paragraph of an objective academic essay with “I think” or “I feel,” then these are clear errors in tone that should be corrected.

Consistency is just as vital for tone as it is for voice. Abrupt shifts – like switching from serious to playful without context – can disrupt the reader’s experience and erode trust in the writing. The tone should always feel authentic and aligned with the narrator’s perspective or the brand’s messaging. When the mood seems forced or unnatural, make adjustments to restore authenticity. Reading the piece aloud can also help you catch subtle shifts in tone or voice that might be missed when reading silently.

Becoming a Professional Editor

Mastering the art of editing for voice and tone is a crucial skill for any editor. If you’re eager to deepen your expertise, consider enrolling in our Becoming An Editor course. It even includes a module on tone and voice, with lessons taking a close look at creative writing and marketing copy, equipping you with the skills to handle any project with confidence. Try two free lessons from the full course today!