Soundvertising
How sound influences our decisions
The sound of a product says a lot about its quality, its function, and can impact a buyer’s decision.
“Designing the aural aspects of a product is a natural extension of experience design.” — Stephanie Coffee
This car sounds expensive
For years now, carmakers have acoustically engineered car doors to produce a sound that reflects the desired quality of their vehicles. For luxury sedans — where the customer desires comfort and opulence— carmakers engineer a heavy, low and long vault-like sound. For fast cars — where the customer desires precision and control — carmakers design a light and short-sounding lock.
Whether noticed or not, sound has the power to influence what we do, how we view ourselves, the world we live in, and the products we use.
Chili’s did not invent fajitas, just the “fajita effect”
That distinction goes to Sonny Falcone of Texas who thought he could sell a cheaper cut of meat called the “faja” by cooking it with a bunch of spices for flavor. But Chili’s founder Larry Levine tried it while in the Rio Grande Valle and decided it should go on his new restaurant’s menu.
The real “aha” or “cha-ching” moment happened when Chili’s first started bringing their piping-hot fajitas around in cast iron skillets.
Cooks at Chili’s discovered the “fajita effect” — the combination of meat and hot skillet created a sizzle that ignited a Pavlovian response that drove sales. As the first few fajita orders circulate the restaurant, cooks notice an uptick in orders. So, what happens when sound detracts from the quality of a product?
Sorry, but I can’t hear you over this Sun Chips bag
Sun Chips released a 100% compostable potato chip bag that decomposes in three months. This is a truly remarkable creation when you consider a normal chip bag takes 75 to 80 years to decompose in a landfill.
There was a problem though, the bag was too loud. The new material used for Sun Chips packaging registered a noise level as high as 95 decibels — equivalent to a lawnmower, a shouted conversation or a cockpit of a jet. These are dangerous levels that could cause actual hearing loss if sustained.
The sound of freshness
Kellogg’s designed its cereal to have a specific “crunch” sound to signify freshness. Unlike the hum of a fan or buzz of an incandescent light, Kellogg’s “crunch” is an example of intentional sound design. Rather than leave it to chance, they chose to communicate something intentional about their product.
Whether it is a result of machine or design, the noise from an ATM reassures us that money is on its way, just as the sound of crumpling signals your files have been removed from your computer. These sonic signals or heuristics alert us to the current state of a product. Electric cars produce a “vroom” sound to alert pedestrians and bikers to their presence, crosswalks beep when you have the right of way, kettle signals the water is boiling and the police sirens cue us to pull over.
At stadiums and in sitcoms, crowd sounds are routinely used to pump up or cue laughter.
Make noise responsibly
When using your sonic “paintbrush” to define your product or experience consider your options: natural or artificial sound and how it can influence the listening public. Anyone who makes sound (and that’s everyone) is a designer. So, consider how sound can enhance the quality and use of the things you make.
What will I learn about you, if I listen to your day?
My alarm goes off at 8 AM. And again at 8:15 and 8:30 AM. Email and chat notifications flood in. I slide the creaky-closet door open to gather my clothes for work. I twist the metal shower knob and water begins to rush from the faucets, “whoosh.” I position my phone in the sink and play a podcast. The hemispherical shape of the sink amplifies the speakers on my phone. It also makes it a bit reverberant. I pop the top on my shampoo. I towel off, rustling my hair. I brush my teeth. Goop goes the sun-tan lotion into my hand. The belt rattles as I secure my pants. Click goes the clasp of my shirt pocket. It looks wrinkled, so I iron it as steam billows out. Ding! The toast is ready for butter and jam. I fry an egg — sizzle. I crunch down on the toast. Meow goes the cat (on Instagram). I need tah-go! But first, coffee. I reach over to the kettle and click. The water boils and clicks off when it’s ready. Pour it over the coffee as it percolates. I lock the door and wait for the click of the gate. I secure my helmet then kick-start my scooter. Note to self: get the oil changed. The engine sputters then catches it’s rhythm. The loose gravel underneath the tires crunch. The turn signal taps. I place the parking lever lock into place with a clunk. As I approach the train, the doors slide open. The beep of the ticketing device. My magazine crinkles as I flip and fold. The pressure releases from the coffee mug as steam rolls out. I take my first sip of sweet life-sustaining caffeine. My train-stop request rings out overhead. The brakes engaged. I badge into work, open my laptop and so begins the day.
Some of my favorite sounds are magazine pages flipping, a pen click, closing my laptop, the start-up of Skype (RIP).
Follow me for more sound advice like “the most important rule in pop music” or “How music plays us.” Have a good one 🎩👌
