The boundaries between art and communication are extremely blurred, especially for those brands that specialize in certain specific fields, such as design or architecture. Regardless of what you will hear from various digital marketing gurus, nowadays communication is still based on the power of languages, the formal and syntactic characteristics of the written word, even within the new digital arenas called social networks.

Even before devising an online communication strategy for its company, every company should be clear in its mind what kind of language it will want to adopt for its publications, both online and offline, what tone of voice it should use to interact with its consumers, who over the years will certainly have become familiar with a certain kind of communication.

A common mistake, still made by a great many companies today, is to adopt a standard language, as if it were a cold communication issued by some arid government office, or as if it represented the fruit of a cumbersome, malevolent bureaucracy full of ill-concealed resentment toward individuals.

Language and tone of voice

The standard tone of voice is to be avoided in the most absolute way, because it will appear cold and unnatural to any kind of reader, even to those who are not particularly experienced in the use of new media. In fact, companies need to understand that each industry has its own specific language, its own peculiar jargon, its own characteristic expressions, and that all of this - properly mixed with the kind of language used by its customers - should constitute the specific tone that will distinguish the company from its competitors, and that will continue to establish human and personalized interactions with its customers, thanks in part to an operational approach focused on the person and his or her needs.

The most complex part, from this point of view, is to include in one's texts - in the copy of social media posts, newsletters or even within offline advertising posters - terms belonging to the jargon of one's industry, or at least linguistic expressions that can adapt to the activities of one's target sector. A brand active in the restaurant business, in order to announce some kind of change in its point of sale (or even online), might, for example, use expressions like this: "Delicious changes coming!", thus indirectly evoking the exquisite sensations associated with tasting certain foods.

The responsibility of design

The same applies, of course, to those involved in design and architecture: it is unthinkable that even today many of these brands have not yet adopted the language of art, and continue to come up with curious linguistic hybridizations for fear of not indulging in their true nature. Even a layman would understand that these disciplines are likened to art, especially if one looks closely at their grand creations.

Those capable of producing such marvels will therefore have to adopt a language that is well suited to this elegance, thus using dreamy, magniloquent, extremely refined expressions, thus sending a very clear message to their entire audience (and beyond). It is unimaginable for a design brand to use the same language as a bank, or a financial services provider: those involved in design and architecture, or at any rate in disciplines in some way related to art, have a specific duty to distinguish themselves from all others, particularly through the use of a fine and refined language, including on social media.

Online posts and content should also possess these characteristics: in fact, your audience will expect to read content animated by a certain tone of voice, with very precise terms and expressions, capable of projecting them right away into the brand's universe of reference. There is no point in adopting standard expressions, or at any rate those belonging to other professional spheres: each company must adopt the specific language of its sector right from the start.

A good example of the correct use of language, even online, is offered by the online portals dedicated to gambling, which continue to offer exhilarating opportunities for entertainment - casino games, slot machines, Spin Casino and much more - and to use extremely evocative language, capable of instantly conveying all those magical sensations related to the world of gaming and the vibrant atmosphere of casinos. This distinctive language manifests itself not only on the site's home page and within the individual games, but also in the reviews of casino games written by industry experts, who provide an honest and independent judgment of each game's features.

Even in an age dominated by the power of visual communication, the written word is more alive than ever.