When should a product be warm and when should it be efficient?

The voice is warm everywhere; what changes is the surface. Where Aleris tells, guides or welcomes, the surface is communicative, with generous spacing and cards on sand-100. Where the person works, books or monitors, it is instrumental, tighter, on sand-50.

The situation decides the mode, never the user's role: a patient managing a treatment plan is in instrumental mode, and a colleague reading an internal newsletter is in communicative mode. Presence, calm, precision and warmth stay constant, and the reader's state changes what leads and how the content is structured.