Julian Treasure: The 4 ways sound affects us

Transforming Your Relationship with Sound

The Impact of Sound on Our Lives

• The speaker aims to change how we perceive sound, noting that much of it is accidental and often unpleasant, leading to an unconscious relationship with our auditory environment.

• Sounds influence physiological responses such as hormone secretion (e.g., cortisol), breathing, heart rate, and brainwaves. Even soothing sounds like ocean waves can have a calming effect.

Psychological Effects of Sound

• Music significantly impacts emotional states; for instance, certain pieces can evoke sadness. Natural sounds like birdsong also provide reassurance due to historical associations with safety.

Cognitive Processing of Sound

• Our ability to process auditory information is limited; competing sounds make it difficult to focus. For example, office noise can severely hinder productivity.

• Research indicates that productivity in open-plan offices drops by 66% compared to quiet environments. Using headphones with soothing sounds can help restore productivity levels.

Behavioral Responses to Sound

• Unpleasant sounds lead us to change our behavior—moving away from them or towards more pleasant ones. Prolonged exposure to distressing noises can be harmful.

• Retail environments often feature inappropriate soundscapes that negatively impact sales; businesses may lose up to 30% in revenue due to poor auditory experiences.

Designing Effective Soundscapes

• A model exists for analyzing soundscapes and predicting their effects on individuals. This involves starting from desired outcomes or analyzing existing drivers of sound.

• Music's power lies in its quick recognition and strong associations; however, it's often misused in commercial settings.

Brand Expression Through Sound

• Brands create sound expressions that need guidelines for effective communication. Recognizable tunes (e.g., Intel jingle, Nokia ringtone) illustrate the importance of sound branding.

Golden Rules for Commercial Sound Design

• Four key principles include:

• Make sound congruent with visual communication for greater impact (over 1,100% increase).

• Ensure appropriateness for the situation.

• Provide value through sound rather than overwhelming customers.

• Continuously test and refine audio strategies due to the complexity of sound interactions.