Watch your tone.


It’s not uncommon for me to save two or three versions of the same photo while editing. Even on the simplest subject, a change in contrast or saturation can really impact the overall mood of the photo.

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Tone is something that, as IMC professionals in various pockets of the field, we all implement differently. While a photographer may rely on lighting, a graphic designer on typeface, a copy writer on word choice, and a brand manager on media channel selection, all leverage tone as a tool for their craft.

As a reporter, I find that my lead sets the tone for a story.

Whatever the medium, a tone can produce results if it resonates with the audience. Analytics firm Curalate studied more than 8 million Instagram images to discover that those with a blue tint received 24 percent more likes than other colors.

Here’s my question: Is leveraging tone an art or a science?


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