如何翻译“调性”？ 第1页

"调性"实际上更接近于市场，一般做市场或品牌的会很熟悉这个词，比如“品牌调性”。

这里有一篇文字，可以读一下：

Building the Brand

Tonality concerns the tone of the messages that a company distributes through its marketing efforts. Tone might be described using many adjectives, including positive, negative, warm, caring, impersonal, confident or service-oriented. A company has to choose the right combination of words and images to build up the tone for its branding messages.

换言之，调性（tonality）是指公司在对外宣传时，通过语言文字的选择，所塑造的产品属性（对外展现的属性）。这个词源自英文单词tone，即说话的腔调。翻译成中文就成了“调性”了。