Understanding sound design and its impact on brands

What is sound design?

Present in everything around us, sound design is the art of creating a specific atmosphere using our auditory perception. It offers us a more enriching experience through the use of sound.Used in numerous fields such as cinema, music, video games and advertising, sound sound design brings intelligent sound effects to an image or scene.Sound design involves the selection, manipulation and production of carefully chosen sounds to provoke emotional reactions in brand users.

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The emergence of sound design

Originally, sound design was mainly used in the arts. It was a way of immersing the audience in a scene more realistically, with an appropriate musical ambience.Can you imagine watching a film without a soundtrack to orchestrate every crucial scene? Of course not! Sound design adds value to everything it touches.In recent years, this practice has spread into the commercial sector, offering major brands and companies a way of standing out from the competition. Sound design gets a message across to the public.

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The different forms of sound design

Sounds can have many effects. They can be sound effects, melodies, voice-overs or sound effects in general. Without even realizing it, sound design is all around us.In the world of cinema, soundtracks and musical compositions are examples of sound design. The aim is to evoke in the audience a vivid emotion in keeping with the scene being played out.Companies and major brands need sound design to define their identities and attract customers. It is for this same purpose of recognition that the creation of an auditory logo is important.Sound design can be based on sound effects to accompany an action or event described in the image. It also involves creating a sound effect during a scene to help the viewer become immersed in the moment.

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The sound design creation process

Sound design involves developing an auditory landscape in relation to a moving image. Its creation begins, first and foremost, with a well-defined project. From there, sound designers use sounds to highlight specific elements. To do this, they use existing sounds and manipulate them as they see fit, such as the crackle of fire, falling rain or a slamming car door. Any number of sounds can be used to create a sound design:

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• The word
• The music
• Sound effects
• Etc.

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After the design phase comes the assembly and technical shaping of the sounds, and finally the finalization of the project.The development of a sound design follows a methodical approach to defining objectives and identifying an audience. It's tedious work, requiring experimentation with different sounds before finding the one that best matches the brand's identity. Each phase in the creation of a sound design is carried out with the support of the company's marketing and development teams.

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Tools used in sound design

A sound designer needs to be well equipped to create a successful auditory atmosphere. The computer is his first indispensable working tool. Numerous processing effects, known as plug-ins, can be used to work with sounds in a multitude of ways. Mixing desks and tape recorders have been replaced by digital audio workstations that allow sounds to be superimposed ad infinitum. Sound design must remain relevant in the selection of different auditory layers.Maintaining a sound bank can be a great advantage for a sound designer. With their impressive digital storage capacities, sound libraries can hold years of sound creations and recordings.The use of all these tools is essential to transform creative concepts into immersive sound experiences. Users are seduced by what they hear, and engage with the brand.

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What are the different applications of sound design for brands?

A company's sound communication has a major influence on the image it projects. Our brains are programmed to register sounds more easily than images.This multi-dimensional aural approach extends from commercials to user interfaces, enabling every brand to differentiate itself and make its mark. Musical jingles and slogans are at the heart of a good communication strategy.

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The role and function of sound design

Whether it's an auditory experience accompanying an advertisement or a sensory ambience in sales areas, sound design captures the public's attention and enhances their vision of the company. Sound design has a real impact on the sensory perception of a brand. It's by arousing emotions in users that an organization can lay claim to a strong, unique image. Sound design plays as much a part in the brand's digital interface as in the physical use of the product, increasing customer satisfaction and commitment.

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The advantages of sound design over the competition

Today, every professional field is highly competitive. It's not always easy to stand out from the crowd. Sound design is an effective way of making the difference.It's a real competitive advantage, enabling different brands to develop their reputation and win more loyal customers. These include interface sounds, which boost cognitive ergonomics and underline a brand's identity. They simplify the use of applications or devices linked to a brand, making the user experience more intuitive. Sound design also relies on organic sounds, i.e. the noises emitted by an object or machine, such as the "beep" of a microwave.The natural sounds of products, such as the purr of an engine or the closing of a car door, are imbued with quality and authenticity, allowing us to better grasp a brand's identity and the products it promotes. Acompany's sound footprint is therefore an indispensable tool in its communication strategy. The aim is to offer an unprecedented customer experience.

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What makes a good sound design?

Successful sound design has a considerable impact on a brand's popularity and customer experience. The aim is to convey a positive image and unique attributes. There are a number of important indicators that can be used to demonstrate that an auditory imprint has achieved its objectives. Starting with the emotion conveyed to the audience: if emotional reactions are strong, then sound design is qualitative. Secondly, it's the ability to easily memorize a jingle or auditory slogan that speaks volumes about the success of a sound design. Of course, all this has to be done with a fresh, original concept, so as to stand out from the competition. Successful sound design is also a crystal-clear means of communicating a specific function, such as low battery warning or message notification.

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Some examples of sound design

There are a number of sound design success stories, some of which we have produced for famous brands. They all illustrate perfectly the effectiveness of such an approach. For example, our work with Viktor & Rolf reveals how sound design can provoke the act of online purchase through a simple, captivating auditory ambience. Thanks to well-thought-out sound marketing, sales have multiplied. We also worked with car manufacturer Renault to provide them with a sound footprint in keeping with their brand. Above all, the aim was to demonstrate the reliability of its offering and provide a unique user experience. Another innovative approach is our involvement with L'Oréal, which enabled us to create a unique sound design in line with the brand's values. In the same vein, we can mention Chanel' s sound design, which relied on uncluttered videos to promote its luxury products. Carefully crafted sound design can create an unforgettable experience for the user: backed by effective marketing strategies, it's possible for any company to assert itself and make its mark.

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The power of sound design is to convey to the public the DNA of a brand, product or service through sound.

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