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.