Much of the time, we take a pragmatic approach to communicating with our users – as in: “Here’s a situation. Here’s what they need to know. Let’s tell them.” And much of the time, our circumstances are so simple, we get away with not fussing more.
Other times, it pays to consider a user’s emotions and mindset in a given situation, particularly when the stakes are high, a subject is touchy, a topic is complicated, or if the brand we represent is less than trusted.
The company who run MailChimp (a diy email newsletter service) run an interactive handbook of common communication scenarios, what users are feeling in those scenarios, and simple tactics for adapting your language to address those feelings.
All the examples are relative to email marketing, but skimming a few will give you a feel for good ways to cater to your audience’s mood.