It's common for content creators to spend hours producing a video while leaving sound as an afterthought. However, the biggest entertainment companies in the world understand that sound is just as important as the image when engaging audiences, communicating on a level that is instinctive and satisfying. Here, we’ve looked at how the biggest industries utilize sound design to boost engagement and why it should never be overlooked.
The Science Behind Auditory Engagement
Humans are not just visual beings. Our hearing capacity was an essential part of our evolution, whether we could detect our parents' voices or hear faraway dangers. Our sensitivity to sound is an integral part of how we experience the world, with auditory stimulus enhancing our abilities to communicate with each other beyond simple words and gestures.
One of the most notable industries to harness sound is the gambling industry. Casino slots have long used certain sounds to create a more enjoyable atmosphere for players. This has greatly evolved in the online sphere. When experiencing casino games with live dealers, players can now find roulette, blackjack, poker, and game show titles with professionally-composed scores. These sounds both subtly help communicate brand recognition.
Brand Recognition Through Sound
Tech companies are among the best to utilize digital sound to connect with audiences. Whether it’s through Microsoft’s iconic loading tune or Apple’s Marimba ringtone, these companies grab users’ attention by using “sonic branding”. As customers’ relationships with companies’ products grow, these sounds become synonymous with an expected experience.
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As multinational corporations, these companies understand that sound is the best way to communicate across language barriers. While video marketing must consider differences in cultures and dialects, audio transcends these differences. By using a sonic branding strategy, companies can establish aural signatures that inspire instant product recall.
The Film and Television Industry
Of course, few better industries have harnessed the power of sound than the film and television industry. Even before a film starts, viewers are often greeted by a familiar tune in the realm of Netflix’s “ta-dum” sound or the orchestral 20th Century Fox jingle. From there, viewers are invited into a world that relies on sound as its backbone.
George Lucas famously said that 50% of the moviegoing experience is sound, with film productions hiring a wide range of sound technicians to produce quality audio. The fact that most audiences don’t notice this is a testament to how effectively it works at naturally immersing them into the film world. As sound engineering technology has improved, so too has the movie-going experience. High-definition surround sound is one of the biggest drawcards to attract audiences to theatres and is central to creating a larger-than-life spectacle.
The Argument for Considered Audio
The best minds in the film, television, commerce, and technology industries are aware of how clever sound design can impact their customers’ behaviors. By employing quality music and sound effects, creators can communicate in ways that are far more effective than simple images.