Tone scale
Just as your tone of voice may change when you’re excited, concerned, or happy, we adjust the Firefox tone depending on context and what someone is trying to accomplish. The degree to which we express our voice pillars varies with it.
Non-expressive
Tone: Neutral
Goal: Just enough information
Example: Preferences, permissions panel, general infobar
Less expressive
Tone: Slightly reassuring, neutral, or negative depending on context.
Goal: Guidance to make a decision, including information to avoid risk.
Example: Security warning, error message
More expressive
Tone: Slightly upbeat
Goal: Introduce new features or tasks in an encouraging, but not sales-y way.
Example: Firefox Suggest, task-based onboarding
Fullest expression
Tone: Enthusiastic
Goal: Celebrate and really connect
Example: Thank you message, colorways modal