This study is a bachelor thesis in the field of Information design with focus onvisualization and text design examines how tone of voice in text and imageryaffects young women’s attitudes toward information about stress. Throughenvironmental analysis, semi-structured interviews, sketching, and a qualitativeA/B test, a fact-based, abstract design is compared with an empathetic, warm,narrative version. The results show that a personal and empathetic tone of voice ispreferred by the target group of young women. It increases receptivity to thematerial and motivation to act regarding stress-related problems. The studyconcludes with a final design.
Keywords: tone of voice, rhetoric, stress, empowerment, health communication.