# Tone
## Voice vs. Tone
Voice is the personality behind our words. Our voice stays consistent, reflecting who we are no matter what we're talking about.
Tone is how we say things. It's the mood or feeling our words create. Tone can change depending on the situation, like being serious in one message and playful in another.
> In short, tone is the vibe, and voice is the personality.
***
## Dimensions of tone
CoinGecko’s primary tone ranges include:
* **Casual ↔ Formal:** The level of formality in our language
* **Fun ↔ Serious:** How lighthearted our message should be
* **Enthusiastic ↔ Matter-of-fact:** Levels of excitement or neutrality
* **Approachable ↔ Authoritative:** When to speak like a friend or a teacher
***
## Samples of tone
Tone isn’t necessarily binary. For example, the right tone for an experience could be either casual or formal, or it could exist somewhere between those points.
### Casual **↔ Formal**
| Tone | Description | Situation | Example |
| -------- | --------------------------------------------------------------------------------------- | -------------------------------------------------------------------------------------------------------------------- | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| Casual | Relaxed, everyday, informal language. | When introducing new, non-critical features | We’ve just rolled out categories for NFTs. It’s now easier than ever to find the next hidden gem! |
| Balanced | Combines relaxed and friendly language while maintaining a degree of professionalism. | Informing users about resolved issues (Maintenance) and requesting their non-critical actions (Feedback, update app) | A new version of our app is available. Update now to enjoy the latest features and improvements! |
| Formal | Professional, structured, and polished. Full sentences with precise and clear language. | Official announcements, policy updates, professional communications. | We will be performing a database upgrade on Mon, Aug 12, from 2AM to 4AM UTC. While we expect services to remain operational, there may be some performance degradation and some downtime for crypto price and market data. We apologize for the inconvenience caused. |
### Fun ↔ Serious
| Tone | Description | Situation | Example |
| -------- | -------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------ | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| Fun | Use of humor, emojis, exclamation marks, informal language. Can include well-known crypto terms. | Success states, completion of tutorial. | Sweet! You've collected 100 candies 🍬 |
| Balanced | Uses light humor or friendly tones without undermining the user's experience. | Error pages | Uh oh - Gecko couldn’t connect to the internet. Try refreshing the page or come back in a few minutes! |
| Serious | Emphasizes the importance or urgency of the information. You can bold to highlight the critical message. | Critical information, system performance updates, security alerts. |
There is no listing fee for coins/tokens listings on CoinGecko.
We also do not offer express listing nor guaranteed listing to expedite and guarantee a successful listing application.
|
### Enthusiastic ↔ Matter-of-fact
| Tone | Description | Situation | Example |
| -------------- | --------------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------- | ---------------------------------------------------------------------------------------------------------------------------------------------------- |
| Enthusiastic | Extra letters, emojis, exclamation points can be used for emphasis. | Milestone achievements, hitting target prices. | To the mooooon! Bitcoin has just hit an all-time high, now at $100k 🎉 |
| Balanced | Clear language with a touch of enthusiasm. Avoid overselling or hard selling, focusing on the benefits without exaggerated claims | Feature announcements, event invitations, performance updates | Monitor the crypto markets distraction-free. Support independent data for the crypto space! 😎 |
| Matter-of-fact | Neutral, straightforward, factual, no embellishments. | Providing information on a project or exchange | Tether announced the ending of the support on EOS, Algorand, in addition to OmniLayer, BCH-SLP and Kusama. For more details, please visit this page. |
### Approachable ↔ Authoritative
| Tone | Description | Situation | Example |
| ------------- | --------------------------------------------------------------------------------------------------------------------- | ----------------------------------------------------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| Approachable | Friendly, welcoming, simplifying complex concepts. | Onboarding new users, explaining basic concepts, offering support | New to crypto? We’ve handpicked some beginner-friendly articles to help you understand the basics, so you can learn at your own pace! |
| Balanced | Avoid assumptions about the user's prior knowledge, explain and provide information without talking down to the user. | Tooltips, explaining a feature | Set up price alerts to stay informed about market changes. This feature lets you create custom alerts for your favorite coins, so you never miss an important price movement. |
| Authoritative | Knowledgeable, confident, precise language | Providing detailed insights for experienced users | The current iteration of CoinGecko’s “Trust Score” places a strong emphasis on liquidity metrics. This is Step 1 in our multi-step approach to improving transparency in exchange data. As the first data aggregator to implement exchange data analysis, CoinGecko is setting the tone that any cheating or falsified exchange data will no longer be tolerated. |
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