How to Design with Synesthesia in Mind
Cross-talk is not a bug. It’s a feature. So let’s learn to use it.
Four percent of the world population — approximately three-hundred million people or the population of the United States — have a neurological overlap of two senses called synesthesia. For synesthetes, numbers may have a taste, images may have a feeling, and sound may have a color. Berit Brogaard, a synesthete and Director of the Multisensory Research Lab at the University of Miami explains that “if you can associate things with colors or emotions, your memories are going to stick better.” Engaging multiple senses can make your design more memorable.
“A real experience has to be immersive in all five senses.” — Something to Food About by Questlove
Synesthesia is believed to occur as a result of a faulty pruning process in early brain development where the genes that are supposed to create separation between senses don’t. Simply put, “people with synesthesia may have brain connections that would normally disappear [or diminish] at an early age,” explains Dr. V.S. Ramachandran, Director of the Center for Brain and Cognition at University of California San Diego.
You sound a little blue
Chromesthesia is a common form of synesthesia where a person hears and sees color associated with sound. For some, everyday sounds such as doors opening, cars honking, or people talking can trigger observable colors. For others, a sound is triggered when certain colors are present. But what about the 96% of us without synesthesia?
We are all synesthetes
It turns out we all have some varying form of synesthesia, because sight, sound, and touch map neurologically to each other. This explains why we understand metaphors like, she’s so sweet, this cheese is sharp, or I feel blue. And it’s why we understand the sentiment between these two font choices.
Our innate cross-talk also helps to explain the results of the Bouba/Kiki experiment that showed that humans map certain speech sounds to the visual shape of objects. I can just tell you what they found or you can try it for yourself, right now! Using the shapes below pair the word “Bouba” and the word “Kiki” with the shape you feel it matches.
If you’re like 95% to 98% of the participants in the experiment, you associated the name “Kiki” with a spiky shape and “Bouba” with the curvy one.
Since we’re all a bit synesthetic, shouldn’t we be looking for opportunities to create multisensory experiences? I think so. But how? I know at least one simple way music and sound producers can consider color in their design.
Sound + Color = Umami
While there is partial evidence for specific color-sound pairings, studies show synesthetes and non-synesthetes alike match high-pitched sounds with brighter colors and low-pitched sound with darker ones, indicating there may be a common mechanism out there waiting to be discovered.
If you’re designing music for a film, ad, or brand with a dark color palette, try pairing it with music that has a mid-to-low range sound. And if your working with a lighter palette, pair it with music that has a mid-to-high range sound. The added coherence may make the experience of your music and the piece more immersive for the viewer.
I know I’ve only just scratched the surface, but I‘ll continue to explore the ways in which we can design with synesthesia in mind. Next time, I’ll look into how we can use sound to change the flavor of food and transport us to another place and time. See you then.
Jared Kinsler is a founding member of Soundnoodle, a made-to-order music agency in Austin, Texas. If you’re interested in music design, consider following the Sound Advice publication to receive updates. Thank you for reading 🎩👌
