Psychoacoustics for sound design: when brands strike a chord

The influence of frequencies on our emotions

Psychoacoustics reveals that certain frequencies have a direct effect on our emotions. For example, low sounds, such as the roar of an engine or the distant rumble of thunder, are often perceived as reassuring, powerful and enveloping. Take Harley-Davidson, for example: the brand has patented the distinctive sound of its engines, a deep rumble synonymous with power and freedom. This simple sound is instantly recognizable, and creates an immediate emotional connection with the brand's fans.

Conversely, high-pitched, light and vibrant sounds are often associated with freshness, energy or even alertness. This explains why technology brands such as Apple favor crisper, more crystalline tones for their notifications and user interfaces. These sounds create an impression of modernity and precision, consistent with the image of an innovative company.

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Sound memory, a vector for brand loyalty

Another fundamental aspect of psychoacoustics is the way in which sounds become fixed in our memory. Who hasn't had an"earworm", that melody or jingle that stays in your head all day long? Some brands have taken advantage of this to reinforce their identity. Intel and McDonald's, for example, have succeeded in creating sound signatures that are inseparable from their image.

These sounds are often short, simple and, above all, repeated, making them easy to memorize and associate with the brand. Psychoacoustics teaches us that the more familiar a sound is, the more it is appreciated. By playing on this familiarity, brands can create a sense of attachment and trust among their customers.

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The power of ambience

The sound environments in which we live also influence our perception of brands. Psychoacoustic researchers have shown that music can affect our in-store behavior. A famous study carried out in a supermarket revealed that playing classical music encouraged customers to buy more expensive products, while pop music increased sales of everyday products. Abercrombie & Fitch, with its stores immersed in an immersive ambience of sound and smell, reinforces the idea of a young, trendy universe, helping to create a specific customer experience.

This principle also applies in the digital world. A navigation experience on an e-commerce site or in a mobile application can be greatly enhanced by relevant sound design. Discreet but well thought-out sounds during an interaction enhance fluidity and user satisfaction. This is what Ircam amplify developed for the new Fitness Park website .

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Creating multi-sensory sound experiences

With the rise of new immersive technologies, such as virtual and augmented reality, sound design is becoming even more critical. Brands can now create complete sensory experiences, in which psychoacoustics play a central role. IKEA, for example, is experimenting with virtual sales areas where the soundscape is specially designed to enhance customer comfort and engagement. In these environments, every sound, from background noise to direct interactions, is designed to maximize the immersive and positive experience.

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Towards an optimized sound identity thanks to psychoacoustics

The creation of a sound identity relies on a detailed understanding of psychoacoustics. Working with an acoustics consultancy, a sound identity agency or a sound design agency to design your sound signature, reinforce your sound branding or develop immersive experiences via sensory sound marketing, you can create a memorable sound or musical identity for your brand. Sound branding creates strong emotional connections with your target audience.

Thanks to the invaluable teachings of psychoacoustics, you'll be able to adopt the right voice for whispering in your customers' ears.

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