The 4 ways sound affects us: Report

Julian Treasure speaks about how sound affects us. He intends to transform the way we interact with sound, and explains that there are four ways in wich sound affects us. The first one is physiological; The sound of a circular saw working increases the levels of the hormone cortisol, and the sound of the sea is very soothing . The second one is psychological; Albinoni's adagio will surely make you sad, but a bird's tweet will relax you due to ancient instincts. The third one is cognitive; Productivity is reduced TWO THIRDS in a noisy workplace (This is also true in high scholls ¿eh?). The fourth and last one is behavioural; people with rythmic music doesn't drive in a stedy speeed, and "soundscape" is vital for sucessful retailing. Mr. Treasure has developed a system wich allows him to know the effects of a sound and vice-versa. He then speaks about music, wich is very powerful because it's very recognisable and it's very strongly associated to other memories and feelings. He finishes by saying that music has been inapropiately used especially in marketing and gives advice to people working in marketing.