Monday, March 14, 2011
"Just leave you with four golden rules, for those of you who run businesses, for commercial sound. First, make it congruent, pointing in the same direction as your visual communication. That increases impact by over 1,100 percent. If your sound is pointing the opposite direction, incongruent, you reduce impact by 86 percent.That's an order of magnitude, up or down. This is important. Secondly, make it appropriate to the situation. Thirdly, make it valuable. Give people something with the sound. Don't just bombard them with stuff. And, finally, test and test it again. Sound is complex. There are many countervailing influences. It can be a bit like a bowl of spaghetti: sometimes you just have to eat it and see what happens."