Wednesday, December 28, 2016

What's That Sound?

Do you know what it is?
Sometimes it’s a jingle engineered to burrow into your brain. Other times, it’s a tone simply meant to get your attention. Much like the design of a logo or the wording used in a catchphrase, branding experts are used to sculpt sounds as well.
Sonic branding experts Andrew Stafford and Steve Milton use their intuition to distill a message or feeling into a few notes. For instance, the sound of a Mac computer starting up “feels like a gentle rub on the back,” says Stafford, co-Founder and director at Big Sync Music. But, creating an identity from a sound is easier said than done. It requires an incisive sense of popular culture and how an audience will instinctively react.
Listen, and remember...

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