Sound can often be an afterthought to visuals when it comes to advertising, but it’s possible to target particular emotions – and emotions are important drivers of engagement – with particular sounds.

Why sound matters

A more nuanced understanding of how people respond to sound can help advertisers, for example, make smarter choices of music for their campaigns in order to elicit reactions that will help drive chosen KPIs.

Takeaways

• Altering various aspects of music – pitch, tempo, dynamics, harmony, modality, timbre, instrumentation, articulation – can change the mood of listeners.
• Understanding the effects of these “sonic seasonings” can...