tone
noun
any sound considered with reference to its quality, pitch, strength, source, etc..
Used to describe an action that began in the past, has continued continuously, and is still in progress.
Examples are provided to illustrate real-world usage of words in context. Any opinions expressed do not reflect the views of Dictionary.com.
But over all, the company has been toning things down.
From New York Times ● Sep. 10, 2014