The quote discusses how we constantly navigate through auditory environments called soundscapes that are often unintentionally created. These soundscapes can range from background music in stores to random conversations or noises. Julian Treasure points out that these sonic environments frequently do not align with the intended atmosphere of a brand, and they can even be unpleasant or disruptive.
On a deeper level, the quote highlights the importance of intentional design in creating positive experiences for consumers. Soundscapes have a significant impact on our perceptions and feelings about a place or brand. For instance, a well-designed soundscape in a retail environment can enhance the shopping experience by complementing the aesthetic and purpose of the store, whereas an ill-conceived one might detract from it, leading to discomfort or dissatisfaction among customers. This underscores the need for brands to be mindful of all sensory elements they control, including sound, as part of their overall strategy.
Julian Treasure is a renowned expert on sound, communication, and branding. He has worked with numerous global corporations and organizations to help them understand how sound influences human perception and interaction. His insights emphasize the significance of auditory environments in shaping emotional responses and brand identity, making him a leading voice in the field of sonic marketing and environmental acoustics.
