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Un-muting Design
Amar Chadgar
Quick sound check
Can you hear the sound that’s playing?
Disclaimer!
I’m not a Sound Designer - neither do I have formal training in Sound Design.
This is part ONE of many
There’s so much more to talk about.
Primary purpose
A few short stories about popular sounds that might inspire us
to think about sound when we design.
Context: United States
While most sound is universal, some may be highly contextual.
Amar Chadgar
Interaction Designer @ frog design
0. The Background
Sound is descriptive, not prescriptive
It doesn’t always tell you what something is as much as it
communicates it’s emotio...
Sound affects us on a
subconscious level
And it’s everywhere.
It can make us happy
:)
It can signify success
:O
It can signify failure
:/
It can notify us
8D
It can scare us
X|
It can transport us
B)
1. The Observation
Most of what we have been designing
has been devoid of sound
It’s all on mute.
Our designs have shape, color,
motion, behavior
But no sound.
Not because we don’t care about
sound but we take it for granted.
Just think about the sounds around you.
These are all intentional
Each of these sounds had thought put behind them. Each of these sounds
serve a purpose.
2. The Idea
Let’s think about sound
Our work could greatly benefit if we started considering sound as a
definable in our scope.
COLOR
TYPE
BEHAVIOR
LAYOUT
…
SHAPE SOUND……
Why is now a good time?
The emergence of devices with built-in audio delivery like smartphones,
smart speakers, virtual as...
Why us?
Most product/service companies serious about their design have sound
designers on board. It’s up to us as Designer...
Before we jump in
We should first explore where we can use sound in our discipline
3. Six Areas of Impact
Things I’m not here to talk about
Music in games

Soundtracks

Foley

General music
_ Sound for Feedback
_ Sound for Attention
_ Sound for Identity
_ Sound for Personality
_ Sound for Accessibility
_ Sound ...
_ Sound for Feedback
_ Sound for Attention
_ Sound for Identity
_ Sound for Personality
Feedback
Using sound to provide confirmation of an action taken by the user.
Interacting with phone systems
Bell System 1920s
Moving from switchboard operators to an automated system. How do
you tell the user that the line was act...
The Dial-Tone Language
Bell adopts the concept of a dial tone set up by an engineer named
August Kruckow in Hildesheim in ...
DIAL TONE BETWEEN 350 HZ AND 440 HZ
DIALED NUMBER
RINGING TONE BETWEEN 440 HZ AND 480 HZ
BUSY TONE
PHONE OFF HOOK TONE
DIAL TONE BETWEEN 350 HZ AND 440 HZ
DIALED NUMBER
RINGING TONE BETWEEN 440 HZ AND 480 HZ
BUSY TONE
PHONE OFF HOOK TONE
DIAL TONE BETWEEN 350 HZ AND 440 HZ
DIALED NUMBER
RINGING TONE BETWEEN 440 HZ AND 480 HZ
BUSY TONE
PHONE OFF HOOK TONE
DIAL TONE BETWEEN 350 HZ AND 440 HZ
DIALED NUMBER
RINGING TONE BETWEEN 440 HZ AND 480 HZ
BUSY TONE
PHONE OFF HOOK TONE
Feedback in digital products
While we don’t need these sounds anymore, need for feedback has
only increased in digital pro...
Feedback in digital products
from typing on your smartphone
Feedback in digital products
to sending messages into the air
Feedback in digital products
and receiving confirmation
Choosing sounds
ANALOG ABSTRACTMETAPHOR
ANALOG ABSTRACTMETAPHOR
ANALOG ABSTRACTMETAPHOR
_ Sound for Feedback
_ Sound for Attention
_ Sound for Identity
_ Sound for Personality
_ Sound for Accessibility
Attention
Using sound to notify an action or communicate an information
The Marimba Ringtone
iPhone 2007
Steve jobs was tired of the monophonic Nokia ringtone and wanted
something different. The team settled on 25 pa...
Bell Labs (again…) 1950s
Human Factors Research Lab conducted research on ringers to find the
best sounds needed to alert u...
LOUDEST
DYNAMICRANGE=96DB
QUIETEST
3-5 SECONDS
The Bell Ring Tone
Abandoning their pursuit for a new ringtone, they decide to keep the
default ringtone.
LOUDEST
DYNAMICRANGE=96DB
QUIETEST
3-5 SECONDS
LOUDEST
DYNAMICRANGE=96DB
QUIETEST
3-5 SECONDS
The Marimba
Apple sound designer Dr. Gerhard Lengeling used a garage band
instrument to create a melody of warm but attent...
LOUDEST
DYNAMICRANGE=96DB
QUIETEST
3-5 SECONDS
LOUDEST
DYNAMICRANGE=96DB
QUIETEST
3-5 SECONDS
Sound Languages
Subtle but present
It’s important to setup a sound design language similar to a visual design
language. A cohesive system ...
Listen
What does this sound mean?
Facebook Messenger
The team that designed the sounds behind Facebook’s Messenger
app worked to create a sound system for t...
Facebook Messenger
The sound covers everything from notifications…
Facebook Messenger
… to in app notification of other party typing…
Facebook Messenger
… and confirmation of sent messages
Emergency broadcast systems
Critical alert systems
Sometimes getting your attention is more more critical that being notified
of a match on Tinder.
The Two Tone Attention Signal
In 1963 The Emergency Broadcast System was setup to alert the masses
in terms for emergencie...
853 HERTZ
960 HERTZ
COMBINATION
Utility
U
N
N
EC
ESSARY
IM
PERATIVE
EN
RIC
H
IN
G
BEN
EFIC
IAL
PERK
THE SPECTRUM OF UTILITY
U
N
N
EC
ESSARY
IM
PERATIVE
EN
RIC
H
IN
G
BEN
EFIC
IAL
PERK
THE SPECTRUM OF UTILITY
U
N
N
EC
ESSARY
IM
PERATIVE
EN
RIC
H
IN
G
BEN
EFIC
IAL
PERK
THE SPECTRUM OF UTILITY
U
N
N
EC
ESSARY
IM
PERATIVE
EN
RIC
H
IN
G
BEN
EFIC
IAL
PERK
THE SPECTRUM OF UTILITY
U
N
N
EC
ESSARY
IM
PERATIVE
EN
RIC
H
IN
G
BEN
EFIC
IAL
PERK
THE SPECTRUM OF UTILITY
U
N
N
EC
ESSARY
IM
PERATIVE
EN
RIC
H
IN
G
BEN
EFIC
IAL
PERK
THE SPECTRUM OF UTILITY
_ Sound for Feedback
_ Sound for Attention
_ Sound for Identity
_ Sound for Personality
_ Sound for Accessibility
_ Sound ...
Identity
Using sound to create identifiable products/services/systems
Sonic Brand
Earliest examples of a sonic brand. A sound or musical phrase used in
broadcast to help tune to a station & identify a sta...
The NBC Chime - 1920
NBC starting using this to identify itself on air with a G-E-C signal.

This sound became so iconic o...
Try to keep score. I’m about to make this whole section easier for myself.
Let’s play a quick game
Listen closely
Sound 1
Listen closely
Sound 2
Listen closely
Sound 3
Listen closely
Sound 4
Listen closely
Sound 5
Listen closely
Sound 6
Listen closely
Sound 7
Listen closely
Sound 8
Listen closely
Sound 9
Listen closely
Sound 10
Chances are more than half of them.
How many did you get?
These sounds help recognize a brand even when there are no visuals.
Some are even functional sounds that notify you about ...
_ Sound for Feedback
_ Sound for Attention
_ Sound for Identity
_ Sound for Personality
_ Sound for Accessibility
_ Sound ...
Personality
Using sound to create a more relatable & personable experience
Virtual Assistants
From human-like to invisible
Virtual Assistants are digital systems that perform tasks for us.
We’ve come a long way from ...
Meet Eugene Goostman
A chatbot that convinced 33% of the judges at a turing test competition
that it was human.
Not just intelligence
The key to this success wasn’t the ability to have an answer to everything
that was asked of him (?)
It’s the personality
The chatbot pretended to be 13 year old Ukrainian boy who did not speak
english well. Testers forgive...
It’s the right kind of personality
While good personalities are liked by people, bad ones can annoy them.
Now meet Clippy
The Microsoft Office assistant was almost universally hated by most
users.
Too human
Recent study done by Journal of Consumer Research showed that the
disdain comes from digital assistants that see...
The sound of a car
Ask any Motor Head
The sound of a car engine used to signify the the raw power and speed
the car is capable of. The most a...
More efficient and quieter
This coupled with great noise isolation within the cabin reduces drastically,
the engine sound t...
Solution?
Amplify the sounds through pipes or replicate engine sounds by playing
them through speakers in the car.
Electric Cars
Federal safety officials have rules requiring all hybrid and electric cars to
play fake engine sounds to alert...
The fine balance of personality
THE BALANCE OF PERSONALITY
FACELESS - EMOTIONLESS - UNRELATABLE
ANNOYING - PATRONIZING - OVERBEARING
_ Sound for Attention
_ Sound for Identity
_ Sound for Personality
_ Sound for Accessibility
_ Sound for Engagement
Accesibility
Using sound to make the visual world more accessible
Accessible Pedestrian Signals
Making interactions safer
An integrated device that communicates information about the WALK and
DON'T WALK intervals at si...
1.
The existence of and location
of the pushbutton
2.
The beginning of the walk interval,

interaction, direction of the c...
Four types
Pedhead-mounted, Pushbutton-integrated, Receiver-based,
and Vibrotactile-only
Audio Descriptions
Secondary tracks with narration
An additional narration track intended primarily for blind and visually
impaired consumers...
Solution without a standard
For a long time different implementations & solutions existed
without a standard.
Brief History
1974 - a graduate student at San Francisco State University
developed underlying audio description concepts.
Theater, museums, & broadcast
Through the 80s Metropolitan Washington Ear worked with
theaters, museums, and television st...
Setting standards
Early 2009, the American Council of the Blind established
Audio Description Project (ADP) to boost level...
On digital content
With he ability to provide multiple audio tracks,
streaming services have been include several movies
w...
_ Sound for Identity
_ Sound for Personality
_ Sound for Accessibility
_ Sound for Engagement
Engagement
Using sound to create immersive experiences
Music on Hold
Keeping busy during wait
Music on hold is the music you hear when waiting for service or placed
on hold.
Invented on accident
In 1962, Alfred Levy, discovered one of the telephone wires loose and
touching the girded of the buil...
You may hate it but it works
70 percent of callers who are on hold in silence hang up within 60
seconds; of them, 35 perce...
Background music in retail stores
When was the last time you noticed
music playing in a retail store?
Last Christmas?
Muzak
In 1934 inventor Major General George Owen Squier, started delivery
music to commercial centers under the name Muzak.
Competitions & a growing market
By the 60s several companies had emerged and began delivering
tailored music to stores & b...
Research & contradictions
There have been tons of studies done in determining effects of tempo &
mood of music affecting sal...
Faithful to the brand
While contradictions exist in what type of music drives business, playing
music appropriate to the s...
4. Addendum
Not my job / Lack of skills
But I’m not a Sound Designer!
That’s OK. You aren’t a developer, manufacturer, or a contractor either but
you still design...
IDEA PROTOTYPE EXECUTION
What sound best
describes this
instance?
What are the best
approaches to
achieving this sound?
Wh...
IDEA PROTOTYPE EXECUTION
What sound best
describes this
instance?
What are the best
approaches to
achieving this sound?
Wh...
Sound can be annoying
If used unnecessarily
Hard to get a buy-in
Hard to describe in frameworks or hard to find the right process
Hope that sounds good!
:)
soundsof.earth
Help me collect sounds by sending me 30 second
clips of your surrounding to submit@soundsof.earth
@amarchadgar
Un-muting Design | Seattle Interactive Conference 2018
Un-muting Design | Seattle Interactive Conference 2018
Un-muting Design | Seattle Interactive Conference 2018
Un-muting Design | Seattle Interactive Conference 2018
Un-muting Design | Seattle Interactive Conference 2018
Un-muting Design | Seattle Interactive Conference 2018
Un-muting Design | Seattle Interactive Conference 2018
Un-muting Design | Seattle Interactive Conference 2018
Un-muting Design | Seattle Interactive Conference 2018
Un-muting Design | Seattle Interactive Conference 2018
Un-muting Design | Seattle Interactive Conference 2018
Un-muting Design | Seattle Interactive Conference 2018
Un-muting Design | Seattle Interactive Conference 2018
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Un-muting Design | Seattle Interactive Conference 2018

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Presenter: Amar Chadgar, Interaction Designer, frog design

Sound is an essential part of human experience. Whether it is a reactive, proactive, or a byproduct of use, sound is an essential medium to enhance the experience of the products & services we create. But most of what we - as designers - have been designing has been devoid of sound. We define shape, color, motion, behavior etc. but we rarely pay attention to sound. But it’s not that we don’t care about it. We just take it all for granted.

Un-muting Design explores the impact that sound has on design and how we can be more mindful of sound in the way our design is experienced.

Published in: Design
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Un-muting Design | Seattle Interactive Conference 2018

  1. 1. Un-muting Design Amar Chadgar
  2. 2. Quick sound check Can you hear the sound that’s playing?
  3. 3. Disclaimer! I’m not a Sound Designer - neither do I have formal training in Sound Design.
  4. 4. This is part ONE of many There’s so much more to talk about.
  5. 5. Primary purpose A few short stories about popular sounds that might inspire us to think about sound when we design.
  6. 6. Context: United States While most sound is universal, some may be highly contextual.
  7. 7. Amar Chadgar Interaction Designer @ frog design
  8. 8. 0. The Background
  9. 9. Sound is descriptive, not prescriptive It doesn’t always tell you what something is as much as it communicates it’s emotion or intent
  10. 10. Sound affects us on a subconscious level And it’s everywhere.
  11. 11. It can make us happy :)
  12. 12. It can signify success :O
  13. 13. It can signify failure :/
  14. 14. It can notify us 8D
  15. 15. It can scare us X|
  16. 16. It can transport us B)
  17. 17. 1. The Observation
  18. 18. Most of what we have been designing has been devoid of sound It’s all on mute.
  19. 19. Our designs have shape, color, motion, behavior But no sound.
  20. 20. Not because we don’t care about sound but we take it for granted. Just think about the sounds around you.
  21. 21. These are all intentional Each of these sounds had thought put behind them. Each of these sounds serve a purpose.
  22. 22. 2. The Idea
  23. 23. Let’s think about sound Our work could greatly benefit if we started considering sound as a definable in our scope.
  24. 24. COLOR TYPE BEHAVIOR LAYOUT … SHAPE SOUND……
  25. 25. Why is now a good time? The emergence of devices with built-in audio delivery like smartphones, smart speakers, virtual assistants, etc. expands the opportunities for using sound as a medium communicate and interact.
  26. 26. Why us? Most product/service companies serious about their design have sound designers on board. It’s up to us as Designers & Technologists to describe how are designs are consumed and interacted with, in the sonic medium.
  27. 27. Before we jump in We should first explore where we can use sound in our discipline
  28. 28. 3. Six Areas of Impact
  29. 29. Things I’m not here to talk about Music in games Soundtracks Foley General music
  30. 30. _ Sound for Feedback _ Sound for Attention _ Sound for Identity _ Sound for Personality _ Sound for Accessibility _ Sound for Engagement
  31. 31. _ Sound for Feedback _ Sound for Attention _ Sound for Identity _ Sound for Personality
  32. 32. Feedback Using sound to provide confirmation of an action taken by the user.
  33. 33. Interacting with phone systems
  34. 34. Bell System 1920s Moving from switchboard operators to an automated system. How do you tell the user that the line was active when the receiver was off hook?
  35. 35. The Dial-Tone Language Bell adopts the concept of a dial tone set up by an engineer named August Kruckow in Hildesheim in 1908
  36. 36. DIAL TONE BETWEEN 350 HZ AND 440 HZ DIALED NUMBER RINGING TONE BETWEEN 440 HZ AND 480 HZ BUSY TONE PHONE OFF HOOK TONE
  37. 37. DIAL TONE BETWEEN 350 HZ AND 440 HZ DIALED NUMBER RINGING TONE BETWEEN 440 HZ AND 480 HZ BUSY TONE PHONE OFF HOOK TONE
  38. 38. DIAL TONE BETWEEN 350 HZ AND 440 HZ DIALED NUMBER RINGING TONE BETWEEN 440 HZ AND 480 HZ BUSY TONE PHONE OFF HOOK TONE
  39. 39. DIAL TONE BETWEEN 350 HZ AND 440 HZ DIALED NUMBER RINGING TONE BETWEEN 440 HZ AND 480 HZ BUSY TONE PHONE OFF HOOK TONE
  40. 40. Feedback in digital products While we don’t need these sounds anymore, need for feedback has only increased in digital products when you’re interacting with a piece of glass.
  41. 41. Feedback in digital products from typing on your smartphone
  42. 42. Feedback in digital products to sending messages into the air
  43. 43. Feedback in digital products and receiving confirmation
  44. 44. Choosing sounds
  45. 45. ANALOG ABSTRACTMETAPHOR
  46. 46. ANALOG ABSTRACTMETAPHOR
  47. 47. ANALOG ABSTRACTMETAPHOR
  48. 48. _ Sound for Feedback _ Sound for Attention _ Sound for Identity _ Sound for Personality _ Sound for Accessibility
  49. 49. Attention Using sound to notify an action or communicate an information
  50. 50. The Marimba Ringtone
  51. 51. iPhone 2007 Steve jobs was tired of the monophonic Nokia ringtone and wanted something different. The team settled on 25 packs of ringtones. Default: Marimba
  52. 52. Bell Labs (again…) 1950s Human Factors Research Lab conducted research on ringers to find the best sounds needed to alert users of incoming calls.
  53. 53. LOUDEST DYNAMICRANGE=96DB QUIETEST 3-5 SECONDS
  54. 54. The Bell Ring Tone Abandoning their pursuit for a new ringtone, they decide to keep the default ringtone.
  55. 55. LOUDEST DYNAMICRANGE=96DB QUIETEST 3-5 SECONDS
  56. 56. LOUDEST DYNAMICRANGE=96DB QUIETEST 3-5 SECONDS
  57. 57. The Marimba Apple sound designer Dr. Gerhard Lengeling used a garage band instrument to create a melody of warm but attention demanding sounds.
  58. 58. LOUDEST DYNAMICRANGE=96DB QUIETEST 3-5 SECONDS
  59. 59. LOUDEST DYNAMICRANGE=96DB QUIETEST 3-5 SECONDS
  60. 60. Sound Languages
  61. 61. Subtle but present It’s important to setup a sound design language similar to a visual design language. A cohesive system of sounds that go together well.
  62. 62. Listen What does this sound mean?
  63. 63. Facebook Messenger The team that designed the sounds behind Facebook’s Messenger app worked to create a sound system for their notification system.
  64. 64. Facebook Messenger The sound covers everything from notifications…
  65. 65. Facebook Messenger … to in app notification of other party typing…
  66. 66. Facebook Messenger … and confirmation of sent messages
  67. 67. Emergency broadcast systems
  68. 68. Critical alert systems Sometimes getting your attention is more more critical that being notified of a match on Tinder.
  69. 69. The Two Tone Attention Signal In 1963 The Emergency Broadcast System was setup to alert the masses in terms for emergencies. They wanted to create a distinct signal that could be use to alert in times for an emergency. They developed the two tone attention signal.
  70. 70. 853 HERTZ 960 HERTZ COMBINATION
  71. 71. Utility
  72. 72. U N N EC ESSARY IM PERATIVE EN RIC H IN G BEN EFIC IAL PERK THE SPECTRUM OF UTILITY
  73. 73. U N N EC ESSARY IM PERATIVE EN RIC H IN G BEN EFIC IAL PERK THE SPECTRUM OF UTILITY
  74. 74. U N N EC ESSARY IM PERATIVE EN RIC H IN G BEN EFIC IAL PERK THE SPECTRUM OF UTILITY
  75. 75. U N N EC ESSARY IM PERATIVE EN RIC H IN G BEN EFIC IAL PERK THE SPECTRUM OF UTILITY
  76. 76. U N N EC ESSARY IM PERATIVE EN RIC H IN G BEN EFIC IAL PERK THE SPECTRUM OF UTILITY
  77. 77. U N N EC ESSARY IM PERATIVE EN RIC H IN G BEN EFIC IAL PERK THE SPECTRUM OF UTILITY
  78. 78. _ Sound for Feedback _ Sound for Attention _ Sound for Identity _ Sound for Personality _ Sound for Accessibility _ Sound for Engagement
  79. 79. Identity Using sound to create identifiable products/services/systems
  80. 80. Sonic Brand
  81. 81. Earliest examples of a sonic brand. A sound or musical phrase used in broadcast to help tune to a station & identify a station or programming. Interval Signals
  82. 82. The NBC Chime - 1920 NBC starting using this to identify itself on air with a G-E-C signal. This sound became so iconic of that brand that it was awarded a difficult- to-get audio trademark.
  83. 83. Try to keep score. I’m about to make this whole section easier for myself. Let’s play a quick game
  84. 84. Listen closely Sound 1
  85. 85. Listen closely Sound 2
  86. 86. Listen closely Sound 3
  87. 87. Listen closely Sound 4
  88. 88. Listen closely Sound 5
  89. 89. Listen closely Sound 6
  90. 90. Listen closely Sound 7
  91. 91. Listen closely Sound 8
  92. 92. Listen closely Sound 9
  93. 93. Listen closely Sound 10
  94. 94. Chances are more than half of them. How many did you get?
  95. 95. These sounds help recognize a brand even when there are no visuals. Some are even functional sounds that notify you about an action or provide information Nothing more needs to be said
  96. 96. _ Sound for Feedback _ Sound for Attention _ Sound for Identity _ Sound for Personality _ Sound for Accessibility _ Sound for Engagement
  97. 97. Personality Using sound to create a more relatable & personable experience
  98. 98. Virtual Assistants
  99. 99. From human-like to invisible Virtual Assistants are digital systems that perform tasks for us. We’ve come a long way from depicting our virtual assistants as extremely anthropomorphic robots to faceless omniscients. They listen to us, do what we request them to - but always with their own personality.
  100. 100. Meet Eugene Goostman A chatbot that convinced 33% of the judges at a turing test competition that it was human.
  101. 101. Not just intelligence The key to this success wasn’t the ability to have an answer to everything that was asked of him (?)
  102. 102. It’s the personality The chatbot pretended to be 13 year old Ukrainian boy who did not speak english well. Testers forgive minor grammatical errors in his responses.
  103. 103. It’s the right kind of personality While good personalities are liked by people, bad ones can annoy them.
  104. 104. Now meet Clippy The Microsoft Office assistant was almost universally hated by most users.
  105. 105. Too human Recent study done by Journal of Consumer Research showed that the disdain comes from digital assistants that seem too human, we start hating them just like we hate human strangers who try to help us and undermine our autonomy when they provide assistance.
  106. 106. The sound of a car
  107. 107. Ask any Motor Head The sound of a car engine used to signify the the raw power and speed the car is capable of. The most attractive aspects of a car. The sound defines the personality of the car.
  108. 108. More efficient and quieter This coupled with great noise isolation within the cabin reduces drastically, the engine sound that is heard by the driver. Drivers want all the force and fuel savings of a newer, better engine — but the classic sound of an old gas-guzzler.
  109. 109. Solution? Amplify the sounds through pipes or replicate engine sounds by playing them through speakers in the car.
  110. 110. Electric Cars Federal safety officials have rules requiring all hybrid and electric cars to play fake engine sounds to alert passersby, a change that experts estimate could prevent thousands of pedestrian and cyclist injuries.
  111. 111. The fine balance of personality
  112. 112. THE BALANCE OF PERSONALITY
  113. 113. FACELESS - EMOTIONLESS - UNRELATABLE
  114. 114. ANNOYING - PATRONIZING - OVERBEARING
  115. 115. _ Sound for Attention _ Sound for Identity _ Sound for Personality _ Sound for Accessibility _ Sound for Engagement
  116. 116. Accesibility Using sound to make the visual world more accessible
  117. 117. Accessible Pedestrian Signals
  118. 118. Making interactions safer An integrated device that communicates information about the WALK and DON'T WALK intervals at signalized intersections in non-visual formats to pedestrians who are blind or have low vision.
  119. 119. 1. The existence of and location of the pushbutton 2. The beginning of the walk interval, interaction, direction of the crosswalk and location of the destination.
  120. 120. Four types Pedhead-mounted, Pushbutton-integrated, Receiver-based, and Vibrotactile-only
  121. 121. Audio Descriptions
  122. 122. Secondary tracks with narration An additional narration track intended primarily for blind and visually impaired consumers of visual media. A narrator talks through the content describing events on the screen during the natural pauses in the audio.
  123. 123. Solution without a standard For a long time different implementations & solutions existed without a standard.
  124. 124. Brief History 1974 - a graduate student at San Francisco State University developed underlying audio description concepts.
  125. 125. Theater, museums, & broadcast Through the 80s Metropolitan Washington Ear worked with theaters, museums, and television stations to provide audio track for performances & shows.
  126. 126. Setting standards Early 2009, the American Council of the Blind established Audio Description Project (ADP) to boost levels of description activity and disseminate information on that work throughout the United States and worldwide
  127. 127. On digital content With he ability to provide multiple audio tracks, streaming services have been include several movies with audio descriptions.
  128. 128. _ Sound for Identity _ Sound for Personality _ Sound for Accessibility _ Sound for Engagement
  129. 129. Engagement Using sound to create immersive experiences
  130. 130. Music on Hold
  131. 131. Keeping busy during wait Music on hold is the music you hear when waiting for service or placed on hold.
  132. 132. Invented on accident In 1962, Alfred Levy, discovered one of the telephone wires loose and touching the girded of the building amplifying radio signals and playing music on the phone systems when on hold.
  133. 133. You may hate it but it works 70 percent of callers who are on hold in silence hang up within 60 seconds; of them, 35 percent won't call back. Callers who had information to listen to remained on hold up to three minutes longer.
  134. 134. Background music in retail stores
  135. 135. When was the last time you noticed music playing in a retail store? Last Christmas?
  136. 136. Muzak In 1934 inventor Major General George Owen Squier, started delivery music to commercial centers under the name Muzak.
  137. 137. Competitions & a growing market By the 60s several companies had emerged and began delivering tailored music to stores & businesses.
  138. 138. Research & contradictions There have been tons of studies done in determining effects of tempo & mood of music affecting sales with contradicting results across studies.
  139. 139. Faithful to the brand While contradictions exist in what type of music drives business, playing music appropriate to the store’s brand has a deep impact.
  140. 140. 4. Addendum
  141. 141. Not my job / Lack of skills
  142. 142. But I’m not a Sound Designer! That’s OK. You aren’t a developer, manufacturer, or a contractor either but you still design screens, products, and structures
  143. 143. IDEA PROTOTYPE EXECUTION What sound best describes this instance? What are the best approaches to achieving this sound? What is the manifestation of this sound?
  144. 144. IDEA PROTOTYPE EXECUTION What sound best describes this instance? What are the best approaches to achieving this sound? What is the manifestation of this sound?
  145. 145. Sound can be annoying If used unnecessarily
  146. 146. Hard to get a buy-in Hard to describe in frameworks or hard to find the right process
  147. 147. Hope that sounds good! :)
  148. 148. soundsof.earth Help me collect sounds by sending me 30 second clips of your surrounding to submit@soundsof.earth
  149. 149. @amarchadgar

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