Julian Treasure: The 4 ways sound affects us

Derek Sivers told me to watch this, so I did. You should too.

My notes from the talk: Most sounds is accidental and unpleasant.

Four major ways it affects us:

1. Psychological – breathing, heartrate, brainwaves
   12 cycles per minute is soothing – waves, sleepers breathing
2. Psychological – music, birdsong, make you feel
   “Music is the most powerful sound there is.”
3. Cognitive – can’t listen to two things at once.
   You are 1/3 as productivity in shared, noisy spaces.
   Inappropriate retail sounds decreases sales 28%.
4. Behavior

Uses Soundflow to analyze (down-arrow) and create (up-arrow).

BrandSound Guidelines

BrandSound Guidelines

• Brand voice
• Brand music
• Sonic logo
• Advertising sound
• Branded audio
• Telephone sound
• Soundscapes
• Product sound

The four golden rules for commercial sound. Make it…

1. Congruent (facing same direction or reduce impact up to 86%)
2. Appropriate
3. Valuable (give people something not just bombard them)
4. Test and test again

Read Julian Treasure’s blog.