Since the start of the pandemic, people’s adoption of, and affinity for technology has significantly increased. A recent Wunderman Thompson report on technology, digital spaces and the metaverse found of the 3,011 global consumers surveyed:
In his article Sound Experiences Are the Future of Sonic Identity, Steve Keller, Sonic Strategy Director at Studio Resonate, explains the fusion of our physical and virtual interactions, coining the term “phygital”. He uses the examples of NFTs and virtual real-estate, where the products are virtual, but the currency used to acquire them is anything but.
He goes on to explain how sound is a driving force in the phygital space; having a distinct sonic identity is a key point of differentiation and recognition for brands. He explains, “the sonic identity of a brand in multiple environments will be less about the use of a single audio asset, and more about a system of sounds optimized for specific user experiences: voice, soundscapes, music, functional sounds and a variety of other distinctive audio assets.”
Sound is essential for truly immersive virtual experience. It conveys depth and emotion, builds and reinforces interactions, and guides users through other-worldy landscapes. Music plays a crucial role in setting the mood for an experience and various sounds help build and reinforce interactions. Audio instructions are a lot more consumable compared to an instruction manual that must compete with a variety of visual stimuli.
A brand’s sonic identity should align consumer perception with brand intent. As we continue developing content in digital and virtual spaces, it’s pivotal to have a strategy for the role sound plays in brand experiences.
At Colloqui, we help organizations perfect their virtual communication, from digital content to virtual or hybrid events and more.
Sound Experiences Are the Future of Sonic Identity was initially published on January 31, 2022 by Adweek.
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At Colloqui, we often refer to what we call the ‘Innovation Tax’ – the idea that many businesses are eager to innovate but are held back for one reason or another (e.g. global headquarters eager to stick to legacy guidelines).
Digital and virtual communication requires a unique set of design applications to capture an audience’s attention. While there are many formal design disciplines, there are also simple ways to pique interest through visual communication. Though it can be difficult to gage audience perception through a screen, we’ve summarized 5 design tips to incorporate in your presentation to maximize engagement off the bat.
