The main tones of writing are: formal, journalistic, objective, fantastic, persuasive, reserved and enthusiastic. Learn all about them in this article.

There are endless ways of saying the same thing. When writing a text, knowing the correct way to communicate your message is as important as the message itself. Today, we will see more about what is the tone of a text and how to correctly choose yours.

The first concept that should be clear is that style and tone are not the same thing. Two different authors, using the same tone to talk about the same subject, will still do it differently. Style is a consistent standard of use of the mechanics of the written word and the language employed by a particular writer or group.

The style of each professional is developed over years of practice and is not necessarily recognizable at first glance. To identify a style it is necessary that the reader has a previous knowledge, practical or theoretical.

Think of style as the accent, the set of mannerisms and mannerisms that you can identify in the speech of someone you know well.

The tone, on the other hand, is not constructed or manifested in the same way. The tone of a text does not depend on the characteristics and experiences of the writer, but rather on a positioning – which must be conscious – of the writer.

Tom is the speaker’s attitude toward the reader. This is reflected in the choice of vocabulary and in the construction of sentences and paragraphs. Unlike the style, which needs to be developed, the text always has a predominant tone, even if the choice is not deliberate.

If you plan to learn about this feature, you’ve come to the right place. In this article, you will learn all about the main tones of writing to do well in your essays for internet. Follow the text below and learn more!

Know the main tones

There is no absolute formal separation of how many tones there are and what they are. In addition, these tones can be combined and blended for maximum effect.

I will illustrate by communicating the same message through each one – poetic license included, if I may. The message will be the famous (and possibly fictitious) scene where Newton understands universal gravitation when an apple falls on his head. See also:


The main characteristic of the objective tone is that it remains neutral, without adopting any side of the argument or defending any specific point. Thus, it is useful in dealing with controversial subjects, as it has less chance of disturbing the reader.

“After being struck by an apple, Newton says he understood the force of gravity.”

Note that in objective tone there are no dodges. It is the best choice if your goal is to dialogue with a more general audience.

Topics that are of common interest or that go straight to the point, such as “how-to” information can draw a good result with this feature.

The focus here is the clarity in the information that will be transmitted. Simple and immediate, it serves to find the best way to establish a straightforward communication, without additional explanatory, language resources or daydreams.

In blogs that have the function of teaching, for example, the tone is regularly found. Tips on common problems like computer science, spelling, food, or home-related things, for example, can benefit from it.


Also called professional or academic tone, formal tone communicates credibility, but keeps a certain distance from the reader. Therefore, only the third person and learned grammar and spelling are used.

“Reached in the head by an apple, Newton came to a conclusion”

The formal tone is used in texts whose personas are accustomed to a protocol environment, such as law firms, politics or accounting.

These people value technical writing and fancy, but, of course, provided they can understand the message clearly.

Exaggerations in the use of the cultured norm may disrupt the understanding of what is being said, so use the resource sparingly.

Remember that the main function of communication is to report without noise. That is, without there being complicating factors of the interpretation of the reader.


It is a combination of formal and objective text. Its function is to communicate a fact, not form an opinion.

In practice, we realize that most journalistic texts abstain from objectivity, however. It is enough to see how two different newspapers communicate the same fact to conclude that, even if they claim otherwise, most of them carry and defend opinions mixed with facts.

“According to the report, Newton analyzed the problem under an apple tree when it was hit by an apple (…)”

The journalistic tone is used, as might be expected, in news. Here, every information is valuable, so you need to bring in additional data.

Where, who, how, why and when are questions to be answered when using this feature. Citation of sources, additional information, references and scientific data are also welcome.

Expert opinions, places of origin of events and supplementary notes that may be helpful are also valuable resources.

In this context, the main objective is to clarify any doubts that the reader may encounter while reading the text, including citing other sources for further reading.


What sets this tone is a very positive energy positioning in relation to the subject. Enthusiastic text communicates trust and authority. So it is widely used for launching products, announcements containing good news and letters of recommendation.

“To the brilliant scientist, it was enough to drop an apple to understand the law of Gravity!”

Great for copywriters and ads, enthusiastic tone enhances the product or service in ways that convince consumers that something is extremely useful.

It is also used to provoke the sensation of emergency in some cases, causing the reader to have the immediate need to perform the desired action.

As such, it is also used in self-help texts, whose purpose is to make people depressed or seeking solutions to personal problems.

Passing a message of positivism and joy is very important when it comes to behavior, for such texts need to lead to affirmative action.


Normally restricted to fiction and personal, authorial production, by its free use of figures of language as comparison by simile, hyperbole and metaphors.

“As by the providence of the stars, eager for understanding, they struck him with the fruit of knowledge.”

As you can imagine, this writing tone is widely used in the literature. Some authors of fantasy, science fiction and horror abuse linguistic resources to entertain readers and provide unique experiences.

Here, it is worth using a variety of language resources, since communication is not necessarily objective, but its main objective is the entertainment and glimpse of the person who is reading.

It is also used to convey feelings without directly mentioning actions, bringing feelings of empathy to the surface and establishing a connection between the character and the reader.

Usually the reader who feels stimulated by this type of tone is in search of something different, that is, creativity is the key element.

On the web, however, there are few in that format. They are usually used in tales, chronicles and criticisms, which allow the use of the resource.


Typical opinion columns and marketing texts. Its purpose is to convince the reader to do something or choose a particular position.

“One must recognize the genius of Newton, for solving such a complex problem from such mundane observation.”

In this case, the main objective is aimed at convincing. That is, to influence the reader in some way.

The message should be able to lead the reader to believe what is being said in order to suggest continuity of reading.

The use of adjectives is very common in the persuasive tone, since it is a method to enhance the information and make the text irresistible in the eyes of the user.

In the corporate world, several authors use this technique. But care must be taken when using it, since in most cases the function is not direct sales or demonstration of a product or service, but rather stimulating the continuity of reading.

In content marketing, for example, this is one of the most common practices, since the main function of texts is to get the reader to take action.


The reserved tone is very suitable for sensitive or very controversial subjects, because it communicates a sense of deep respect of the writer. In it, some information and opinions are deliberately omitted.

“It is said that the scientist concluded his thesis by observing the fruits that fell in the orchard”.

This feature is used to address issues that can reach a sensitive group of individuals, such as illness, psychological problems, accidents, or disasters.

These are subjects that require a degree of solidarity. Thanks to this, the euphemism or omission of striking words should be used.

You can, for example, say that someone “left us” or “left for a better place” instead of simply treating death as a matter of chance.

Sensitive subjects require the reserved tone as they can cause embarrassment or drive the reader away from the article.


It is a more informal tone, where the writer’s opinion is clearly communicated. However, in the tone of commentary exaggerations and very strong positions are avoided, in order to let the reader make their own decision. It’s the tone of reviews and editorials.

“Newton wisely concluded that apples were attracted to the planet, so they fell.”

In the digital environment it is very common for users to seek other opinions to decide on the purchase of a product or consumption of a service.

So the comment tone is very valuable to content producers. He makes clear the author’s opinion, but must maintain an impartial tone, regardless of political, religious or personal tastes.

The reader should interpret the text as a neutral assessment. Only then does an article pass the credibility required to engage users.

On sites like Omelete and Adoro Cinema, for example, this is the writing tone used. The same goes for personal product appraisal sites, a very common practice among bloggers.


It is a form of writing that is closer to speech, used in personal emails and social media. Contractions, emoticons and slang are accepted without major problems. It is more personal communication.

“Have you realized how much Newton was cool about coming to this conclusion by observing a simple apple?”

This tone is the favorite of several writers, since it has a certain level of informality and approaches the person of the text.

Texts in the tone of conversation provoke empathy, that is, put themselves in the place of the person who is reading and then deal with a subject of interest.

There are several ways to use it, as in articles aimed at more specific audiences. It gives an impression of dialogue, so there is no problem in using questions, jokes, adaptation to the language of the reader and references to the context of the user.

An example: in a blog of a virtual store that sells products for skaters, it is possible to use terms of the group culture, to cite events and personalities of the sport and even private slangs of that niche of the society.

By choosing the appropriate tone

The determining factor in deciding the tone of a text is its purpose. We can not reinforce enough that this is important: every text has a purpose.

There are no better or worse tones of writing, only the most appropriate for each situation. Bringing the example back to the spoken language, imagine that you want to talk about a movie you watched recently and really enjoyed it.

Depending on the situation, the same message (I really enjoyed the X movie) needs to be passed in a completely different way. I’m sure you do not talk about movies with your boss, your friends, and family in the same way. The appropriate tone then depends on a clear understanding of the writer of what the message is and who the audience will receive it.

Much of the effectiveness of your articles depends on the correct choice of tone. Make this choice consciously, focused on your goal and you will have started with more chances of success, before even writing the first word.