70 dB: the optimum sound level to stimulate purchasing behaviour

The sound level that inspires and stimulates

How loud do you want your store or e-commerce site to be? According to research, an ambient sound level of 70 dB is optimal for stimulating creativity and encouraging purchases. But why this precise level? Because it affects our perception and decisions.

In a crowded store, there's that continuous hum that accompanies our thoughts without dominating them. At around 70 dB, ambient noise offers a perfect compromise: noticeable enough to stimulate, but not so intrusive as to distract. A study by the University of Chicago, published in theJournal of Consumer Research, shows that this moderate background noise engages our brains in "gentle stimulation". This "veil of sound" awakens our lateral thinking, the creative mode that lets our minds wander beyond obvious solutions and decisions, without impairing our attention span.

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The right balance: why does a sound level of 70 dB stimulate purchases?

In a moderate 70 dB noise environment, the brain is sufficiently stimulated without becoming saturated. Sales areas with this level of noise encourage product exploration, paving the way for more "impulsive" purchases, especially when faced with innovative or novel products. This volume of sound activates our creative thinking by stimulating "disfluency".disfluency"a slight cognitive discomfort that encourages exploration. Sound branding specialists exploit this phenomenon to create immersive and engaging sound experiences.

In situations of moderate noise, our capacity to absorb new ideas increases, making us more open and more inclined to buy products that we might not have considered in a too-quiet environment. We are more receptive to original products, quicker to trust our intuition and try out new experiences.

In retail spaces, creating and maintaining a 70 dB background sound could therefore become a strategic tool to encourage consumers to explore, touch and emotionally engage with what's on offer.

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Too quiet or too noisy: a disincentive to consumption and discovery

Certainly, silence or lower sound levels (50 dB) encourage analytical concentration, but not creative thinking or purchasing behavior. Too quiet and our brains become intensely focused, hindering discovery. Curiously, this "too quiet" zone encourages neither interaction nor purchase.

Conversely, loud noise (85 dB or more) overloads our perception. Too many decibels disturb attention and distract the mind from discovery and engagement with the product. This is where a sound identity agency or acoustic design office comes in, to help you precisely calibrate ambient noise for a balanced customer experience.

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Well-timed decibels for a well-orchestrated shopping experience

For companies, a perfectly calibrated sound identity becomes an essential lever for profitability. With a sound marketing consultancy, every commercial space or workspace can benefit from a sound design tailored to customer expectations. Based on a detailed acoustic study, sound design optimizes the purchasing experience. Sound branding for commercial spaces aligns musical identity and customer engagement, providing environments where consumers feel naturally compelled to explore, test and buy.

At Ircam amplify, this sound branding know-how is central to enriching the sound experience of brands and encouraging intuitive purchasing behavior. It echoes current brand expectations: combining sound identity and sound design to enrich customer engagement.

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