What is tone?

At its most basic tone is the combination and variation of two dynamic qualities: rhythm and volume.

There are about 50 recognisable tonal descriptors. You can plot most of them against these two dynamics, and they are all slightly different.

Plotting your tone on a dynamic map tells you a lot about the distinctiveness of a brand, whether the tone is right or wrong, and whether it is consistent.

If you are interested in finding out more, get in touch