Innosuisse supports research in the field of brand and sound

What effect do specific sound experiences have on listeners? What emotions do they perceive? Which factors are decisive, or are these individual or can they be assigned to demographic patterns? The Department of Noise wants to answer these questions empirically with the "Audiomotion" project.

With the digital transformation, the relevance of audio in brand communication is steadily increasing. This is confirmed by the increasing demand for strategic anchoring of sound in the brand DNA. An essential part of this is the translation of the brand identity into sound with regard to specific target groups. For this purpose, among other things, sound sequences are aligned with the brand values and the intended effect. In the future, this step will be empirically supported by DoN with a comprehensive database.

"For us, it is clear that the intuitive assessment of sound in a branding context will remain an important part of our work," explains Florian Goetze - Creative Director at DoN. "Nevertheless, we definitely want to learn more about how this is perceived by different generations, for example. It's the target group approach that makes the crucial difference!"

Innovative aspects of this are the survey method, which was developed in a preliminary study together with the FHNW as well as the nature of the sound sequences: Due to their genre-spanning, multi-layered structure, these cannot be described in cliché terms. Furthermore, the survey and database are designed in such a way that subtle differences can be evaluated and retrieved on a project-specific basis.

The preliminary project has already been completed, and the first results of the study are expected in early 2022. The survey method is already being used by DoN to test created sound identities on internal and external stakeholders of an organization.