Julian Treasure - Sound affects
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Physiological, psychological, and cognitive effects of sound can impact open plan office productivity. Research shows that 66% of decision making is emotional. For audio advertising, brand voices should consider gender, age, register, pitch, intonation, timbre, pace, and emotional tone to engage listeners emotionally rather than just rationally. Effective audio considers intrusion versus permission and resistance versus engagement of listeners.
Julian Treasure - Sound affects
- 4. Cognitive
- 5. open plan offices productivity 66% Banbury & Berry (1998)
- 6. Behavioural
- 7. “The decision process in brand adoption, engagement and loyalty is 70% emotional.” Robert Passikoff
- 8. rational The ladder of intimacy nonconscious™ conscious emotional
- 9. mobile sound
- 11. Broadcast Conversation Mass Personal Media Contexts Sell Add value Promise Experience Control Crowd Rational Emotional
- 12. Intrusion Permission Resistance Engagement
- 13. caveat vendor!
- 14. Brand Gender Voice Age Register and pitch Intonation Timbre Pace Emotional tone Accent Vocabulary Text
- 17. 1 make it 2 make it optional appropriate Four Golden Rules for audio advertising 3 make it 4 test and valuable test again
- 18. voice interface
- 19. natural efficient realtime interactive fast rich nuanced
- 20. generic voices the ringtone syndrome
- 21. connection
- 22. connected?
- 23. 25% 60% listening Barker et al, 1980 Nichols & Lewis, 1954
- 24. making meaning from sound
- 25. “Most people never listen.” Ernest Hemingway
- 27. yang yin
- 28. tell listen
- 31. NIHL
- 32. schizophonia
- 35. we are losing our listening
- 36. the doorway to understanding
- 37. listen to live
- 38. leaders R teachers A spouses S A parents friends
- 39. Receive leaders Appreciate teachers Summarise spouses Ask parents friends
- 40. You can champion... value advertising brand voices voice training healthy hearing conscious listening
- 41. sound business
- 42. sound living
- 43. Thank you T +44 845 500 2511 W www.thesoundagency.com E julian.treasure@thesoundagency.com