How should a UX designer differentiate between a voice and a tone?

Voice is the overall personality of the design, while tone is the way that personality is expressed. Voice represents the core characteristics of a design, such as the values, attitude, and emotions it conveys. Tone is how those characteristics are expressed in the design, suchas the language, visuals, and other elements. For example, a design with a friendly voice might be expressed through warm colors, friendly imagery, and casual language. Salesforce has some great resources on voice and tone such as [1] and [2].

[1] https://www.salesforce.com/blog/2017/11/voice-tone-brand-personality.html [2]  https://www.salesforce.com/blog/2018/10/voice-tone-brand-personality-ux.html