I stared at him blankly, and quickly asked for more information. It turned out that an exclamation point at the end of some error messages made him feel like he was being castigated, and he didn't like it, particularly since it followed the instructions designed to tell him how to get better search results. Another key area of concern are the terms used to describe the functionality of the system. They each have distinct connotations for the user. 3 Tone is a core part of the user experience .
Language is a critical part of the site metaphor, the user interface, and the user experience.