Julian Treasure: The 4 ways sound affects us

TL;DR

Sound, whether intentional or accidental, has physiological, psychological, cognitive, and behavioral effects on us, impacting our hormone secretions, emotions, productivity, and behavior.

Transcript

Over the next five minutes, my intention is to transform your relationship with sound. Let me start with the observation that most of the sound around us is accidental; much of it is unpleasant. (Traffic noise) We stand on street corners, shouting over noise like this, pretending it doesn't exist. This habit of suppressing sound has meant that our ... Read More

Key Insights

• 🧠 Most of the sound around us is accidental and unpleasant, and we often suppress it. Our relationship with sound has become largely unconscious.
• 🌊 Different frequencies of sound can have physiological effects on us, such as cortisol secretion and heart rate changes. Certain frequencies, like ocean waves, can resonate with rest and relaxation.
• 🎶 Music, as the most powerful form of sound, can strongly influence our emotional state. Natural sounds like birdsong also have a calming effect on most people.
• 🧠 Our cognitive abilities are limited when it comes to processing auditory input. Noise in open-plan offices significantly reduces productivity, but using headphones with soothing sounds can improve it.
• 🚗 Unpleasant sounds can affect our behavior, making us move away from them and towards pleasant sounds. Bad sound in retail spaces can lead to decreased sales and customers leaving the area.
• 🔬 A model has been developed to analyze the drivers of sound, predict its effects, and design desired soundscapes. Applying science to sound design can lead to better outcomes.
• 🎵 Music is often inappropriately deployed in commercial spaces, but it is a powerful tool as it is recognized fast and has strong associations.
• 🔊 Sound is an important element for brands. It is crucial to have guidelines for sound expressions that are congruent with visual communication, appropriate, valuable, and tested thoroughly.

Questions & Answers

Q: How does sound impact our physiological well-being?

Sound has a significant impact on our physiology by influencing hormone secretions, breathing, heart rate, and brainwaves. For example, unpleasant sounds like traffic noise can trigger the release of cortisol, our fight-flight hormone, leading to stress and anxiety. On the other hand, sounds like ocean waves with a frequency of 12 cycles per minute are deeply resonant with restfulness and can have a soothing effect on our bodies.

Q: What role does music play in our emotional state?

Music is a powerful form of sound that can influence our emotional state. The right choice of music can evoke various emotions, from sadness to joy, and can be used to create specific atmospheres or moods. Additionally, natural sounds like birdsong have positive associations and can make us feel safer, as we have learned over centuries that when birds are singing, it indicates a safe environment.

Q: How does sound affect our cognitive abilities and productivity?

Sound has a cognitive impact on us by limiting our ability to process auditory input. When there are multiple sound sources or excessive background noise, our brain struggles to focus and selectively listen to specific information. This can lead to reduced productivity, especially in open-plan offices where noise distractions are common. Wearing headphones with soothing sounds like birdsong can help mitigate this and improve productivity.

Q: Can sound influence our behavior?

Yes, sound can significantly influence our behavior. Humans tend to move away from unpleasant sounds and towards pleasant ones. For example, loud and unpleasant sounds like a jackhammer can make people uncomfortable and prompt them to leave the area. On the other hand, creating pleasant soundscapes can positively impact behavior and sales. Inappropriate or hostile retail soundscapes, for instance, can deter customers from entering stores and lead to decreased business.

Summary & Key Takeaways

• Most sound around us is accidental and unpleasant, suppressing our relationship with sound and making it largely unconscious.

• Sound affects us physiologically by influencing hormone secretions, breathing, heart rate, and brainwaves.

• Sound has psychological effects, with music and natural sounds like birdsong impacting our emotional state and sense of safety.

• Sound affects us cognitively by limiting our ability to process auditory input, leading to reduced productivity.

• Sound changes our behavior, as we are naturally drawn towards pleasant sounds and away from unpleasant ones.

• Bad soundscapes can negatively impact health and business sales.