A visceral reaction to product design is not that important when judging its effectiveness. Instead, a digital product brand (like any brand) should be judged on how well it serves the stated business goals.Dropbox’s rebrand will probably be successful whether you like the design or not
The thing is that everyone loves it when people use their language when speaking to them. Hearing familiar words and understanding the message right away makes us feel comfortable. It gives us the sense that the other side has good intentions and understands us.People Who Speak the Right Language Win
What’s the difference between voice and tone? Think of it this way: You have the same voice all the time, but your tone changes. You might use one tone when you're out to dinner with your closest friends, and a different tone when you're in a meeting with your boss.Voice and Tone | MailChimp Content Style Guide
