Hinge Tone of Voice — Aspirational & Empowering
Tagline: "Designed to be deleted"
Industry: Dating
Sector: Technology
How Hinge Communicates
Hinge built its whole voice on a paradox. "Designed to be deleted" cheerfully hopes you will stop needing it — witty, self-aware, quietly confident. The voice is clever and warm, selling success by promising its own goodbye.
Tone Words
Hinge's brand voice is defined by the following tone words: Aspirational, Empowering.
Communication Style
- Language Style: Self-aware
- Sentence Type: Statement
- Tense: Present
- Expression: Imaginative
Hinge Brand Story
"Designed to be deleted" hints at a casual, low-pressure approach to dating, suggesting that connections can be made and let go without heaviness. The tension between chaos and simplicity reflects a desire for clarity in a complicated space, while the aspirational tone encourages users to feel supported in their search for meaningful relationships. The language style, being direct and present, creates an inviting atmosphere that resonates with those seeking convenience in their dating lives.
Brand Message
Shop with ease
Brand Mission
Make financial services more inclusive
Brand Positioning
Core Concept: Convenient Living
Central Tension: Chaos vs. Simplicity
About Hinge
Hinge is an online dating application. The app displays potential matches one at a time and allows the user to dismiss or attempt to match by responding to a specific piece of information on the other's profile. The service emphasizes uploading user-generated material in a variety of formats, such as photos, videos, voice recordings, and "prompts", as a way to express personality and appearance. The app is fully owned by Match Group as of February 2019.
Frequently Asked Questions About Hinge
What is Hinge's tone of voice?
Hinge uses a aspirational, empowering tone of voice. Their communication is self-aware, typically using statement-style sentences in the present tense. Their tagline "Designed to be deleted" exemplifies this voice.
How does Hinge communicate with customers?
"Designed to be deleted" hints at a casual, low-pressure approach to dating, suggesting that connections can be made and let go without heaviness. The tension between chaos and simplicity reflects a desire for clarity in a complicated space, while the aspirational tone encourages users to feel supported in their search for meaningful relationships. The language style, being direct and present, creates an inviting atmosphere that resonates with those seeking convenience in their dating lives.
What is Hinge's brand message?
Hinge's core message: Shop with ease Their mission: Make financial services more inclusive
What is Hinge's slogan?
Hinge's slogan is "Designed to be deleted". It carries their aspirational, empowering voice.
What is Hinge's mission?
Hinge's mission: Make financial services more inclusive
What makes Hinge's brand voice unique?
Hinge stands out through their aspirational, empowering communication style. Their central brand tension, "Chaos vs. Simplicity", shapes how they communicate across the Technology sector.
What language style does Hinge use?
Hinge uses self-aware language, with imaginative messaging, in statement-style sentences, using the present tense.
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