The sound of a noisy repetetive car alarm will cause your face to frown and teeth to grind very rapidly, creating a very negative and unwelcomed response – which interestingly enough, is exactly what that sound is designed to do, that’s the specific goal of a car alarm – so we could say that the sound of a car alarm is very well briefed and applied!!!
On the other hand, the sound of an ambient meadow with birds gently singing in the distance will give you a more calm and positive feeling, and even a very effective therapeutic feeling.
Imagine a PC commercial without the Intel Inside audio logo, or a Harley-Davidson ride experience without that very unique and special calibrated roaring tone!
Sound triggers powerful recall and reactions on so many levels. And much like a good visual or industrial design, it also has the ability to convey key values and strengthen brand channel reputations and positioning.
I’m sure that you will have read or have encountererd many Branding Books or Manuals with guidelines of how to construct and apply your brand logo, tv spot, print campaign, website etc . . . but I’m sure you’ll agree that there are not many (if any) books or manuals that provide guidence in regards to the subject of the audio in a branding design and structure.
This is quite surprising really, considering what an important and powerful device the audio can and should be within a visual and branding platform.
Just as a point of interest, have you ever considered the fact that if you don’t “purposely” look at visuals you will not see them, sounds a bit obvious I suppose, but have you ever also thought about the fact that you don’t have to purposely listen to audio to hear it, audio can reach us and effect us even if we are not intending to pay attention, which I think you’ll agree is a pretty unique quality for a design element to have …
Audio has an immediate and direct link to both the rational and emotional parts of our brain. It can shape our responses, our thoughts, our feelings, our emotions, our behavior …