As my project has a sense of health care attached to it, my tone of voice has to be reflective of that found in the public and private healthcare sectors. In order for me to get help on this, I began researching brand guidelines found on the NHS website. I took some inspiration from their tone of voice, as they are the biggest health sector in the UK. Every 36 hours a million contacts are made between patients and healthcare staff in the NHS, so this was reason enough to research them.

I came to the conclusion that: the written communication of MY MRI should be: clear, concise, honest, reassuring, open, respectful, professional and accessible.

The content displayed to patients should be direct and personal to their MRI experience, as the aim of the brand is to prepare patients before their MRI scan.

As the target audience covers a large age range, the use of complex and complicated words should be excluded, so younger people can understand what they are visualising.

Even though the process of having an MRI scan is rarely a sensitive issue, however, the topic regarding the users results are likely to be. As a result, to prevent any harm to the user, a respectful and honest communication should be applied throughout.

When providing meditative exercises, the audio and visual content should be: reassuring, calming and friendly. There will be no strict instructions given, as the user is voluntarily using this service.