Tag Archive: branding

The design of sound notifications

Photo credit: rawpixel.com from Pexels

Gabriela Barkho, The Observer, writes about the designers who create the “undeniably annoying” sound notifications used in mobile technology. Barkho notes that most of us shut off the noisy notification that tells us someone is trying to call us, replacing the ringtone with vibrate, but what of other sound notifications?

Barkho writes that “[t]he new age of mobile sound is as much about representing the app’s brand and mission as it is about the user experience.” Ouch. The thought of fighting your way through a crowded room with everyone holding a bleating cell phone is horrifying. Fortunately, however, designers recognize that sounds can annoy. Says Josh Mobley, a composer and sound designer, “[t]he trick is to make a sound that people will hear that isn’t going to annoy the shit out of them every time it plays.” Hear, hear.

While we are happy to learn that designers are aware of the problems posed by annoying sound notifications, what will happen when every app demands sound notifications that brand stand out? Imagine the horrorscape of competing notifications, with each designer trying to make their audio stand out. How will people cope when they can never have an uninterupted moment?

Maybe they won’t have to.

Why? Because according to Chris Kyriakakis, professor of electrical and computer engineering/systems and director of the Immersive Audio Laboratory at Univeristy of Southern California, the next big thing in sound notifications is spatialized sound. Kyriakakis calls spatialized notifications “a great leap forward” that would allow a user to use direction to decipher communication. How? He imagines that “a ding from front and center of your headphones could signal an urgent text, while a softer one from the back-end could be a less important notification.”

If it’s true that sound spatialization is the future, then maybe this brave new world of sound notifications won’t be as horrific as one might imagine. Among other things, Kyriakakis envisions spatialization with headphone use. Sure, city streets may be even more difficult to navigate as we weave our way around battalions of headphone-wearing people meandering in the streets, focused on distinguishing a ping from a beep  But at least we wont have to hear it.



Please, god, no:

If you want a picture of the future, imagine every billboard screaming for your attention — forever

The sound of the Internet of Things (and why it matters for brands). Yes, yet another article about using sound for branding.  Apparently we aren’t spending enough money so branding gurus–or whatever they are calling themselves these days–are trying to figure out how to make their brands stand out from competing products and services through the use of sound.  And in an attempt to appear thoughtful as they invade public and private space with invasive sound, they write stuff like this:

Brands need to start creating a sound ecology that differentiates them whilst supporting their consumers. As we interact with a product, watch a commercial or experience a retail environment, it is only the brands of the future that have a fully considered, cohesive and familiar sonic identity that will stop us reaching for the mute button.

How about no?  We are already assaulted by layers of noise whenever we enter the public sphere, do we really need to have even more layers of competing sound added to our increasingly chaotic soundscape?  As if that’s not offensive enough, these branding fiends want to use sound for alerts for our now connected home appliances, leaving us not a moment of silence in our homes as our dishwashers and refrigerators beep and pop, competing for our attention. Because reasons!

At some point, if business refuses to show restraint, someone must step in to stop this anti-social behavior.  No matter how convenient it may be for some people to have their devices scream at them for attention, what of the innocent bystanders who are simply attempting to go from Point A to Point B?  Will no one think about our right to be left alone?

Link via @QuietMark.