At Audio UX, we believe so deeply in audio user experience alignment that we named ourselves after it. Many companies have brand guidelines that spell out how to implement their visual logo in various marketing materials as well as what hexadecimal color code to use for fonts and backdrops. So, why don’t we see a defined structure for audio more often?
“Golden Arches”, “The Purple Pill”, or even a particularly blue jewelry box with a white bow - these are all ways of communicating a specific brand without ever mentioning them by name. That's the power that colors can have in branding and why it's so important to adhere to visual branding guidelines. Color matters. Why shouldn’t sound?
Color matters so much that many brands will try to trademark their iconic hues whenever legally possible. UPS—with their “Pullman Brown” trucks and retired slogan “What can brown do for you?”—wouldn’t unveil a mobile app icon with a mocha or beige background. Companies meticulously craft visual guidelines for themselves; it would be costly to deviate from them.
Brand Color Quiz:
Tiffany & Co.
In the current landscape, audio doesn’t receive the same quality control that we’ve come to expect from visual branding. While there are clear examples of inappropriate uses of sound, a mere lack of consistent audio can be just as problematic. Your audience deserves audio that’s held to a higher standard.
What's a Higher Standard?
In the ever-evolving realm of multisensory branding, users are immersing themselves deeper into brands, but even more importantly, human beings are sharing more meaningful moments with those brands. In a world where every moment is an opportunity for brands to share their voice with their audience, it’s important for brands to take as much care with how users hear their narrative as they do for when users view their narrative.
As we look into the future, we see new opportunities and technologies where sound plays an integral part in the experience: augmented reality, virtual reality, hands-free interfaces, electric cars, et al. These are new frontiers in which brands will speak to their audience to completely communicate their story.
As the next evolution of sonic branding, we here at Audio UX have a duty to start the conversation of a better aligned audio user experience and to implement an innovative best practice for tomorrow. Sound good?