For this blog, our default is audio branding. Search the web, periodical and the library for sources on the subject of audio branding and sum up you findings in a blog presentation. It is also a good idea to add links to interesting things you find.
Here is an example:
http://www.aiga.org/content.cfm/building-brand-value-through-sound
If someone wants to blog about this article for a start, thats fine. Also beyond our "default" subjects for blogging, other topical articles on audio and interactive media can be explored.
Any links or handouts I give to or send to the class by way of e-mail, this blog or the drop off are also good for blogging.
Don't let my links keep you from searching though.
Off you go.
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Using our good friend Mr. Google.com, I found this article: http://www.bizcommunity.com/Article/196/87/12649.html
I found that this article hit me more than the others I read because of how much it is related to our current project of creating sound/music for a business. The article basically states that companies that have music/sound that match their brand are more likely to keep customers in their store for longer, and bring them back to their store. People like music, and people like to be able to recall and remember what they heard. “Music evokes an emotional connection through the remembrance of a memory or a persona experience, driving a strong personal connection between brands and consumers.” This connection is what we need to accomplish through our project. We must create something that will create a bond between the brand and the consumer. From Wikipedia; audio branding is the use of distinctive sound elements to uniquely identify products and services to consumers.
I thought I would go into looking at sound branding for Games. It was harder to find than I thought but for the most part Games use the same basic principals Movie makers use.
Tricks and Techniques for Sound Effect Design
Most I got from this article is this bit:
1. They focus the viewer's attention.
2. They are bigger than life.
3. The sound effects and the music work together to focus the viewer's attention.
4. There is rarely complete silence. Some background (ambient) sound is going on almost all of the time. Otherwise, the viewer will be distracted by some sounds outside of the movie. How many times in a completely silent part of a movie have you been annoyed by someone talking? It is very annoying because it causes a loss of focus. This is not to say that silence cannot be used in a computer game. But remember that there is always the drone of the cooling fan(s) and the buzz of a sound card.
5. They do not "get in the face" of the dialog.
6. They do not "get in the face" of one another. Usually one effect takes precedence over all of the others.
7. They prepare us for what is to come.
8. They set us up for what is to come.
9. They distract us from what is to come.
10. They take the place of the senses that we can experience in a movie (touch, taste, and smell).
* We know that the cook has touched something hot when we hear his anguished cry of pain along with the sizzle of flesh. We "feel" the pain with him.
* We can smell the roses along with the beautiful princess when we hear her take a deep breath while a dainty, sparkling sound plays.
* We can taste the bitter poison along with the murder victim as we hear him gag and froth at the mouth while a discordant sound effect plays.
11. They help place the listener in another "reality."
and to Comment on Beaver's post before mine.
People like music, and people like to be able to recall and remember what they heard. “Music evokes an emotional connection through the remembrance of a memory or a persona experience, driving a strong personal connection between brands and consumers.”
I totally agree with that!
Sound is definitely a very key element in game design. I remember what it was like playing games late at night and having to have no sound, takes half the fun away!
Just an FYI. The program "Mixcraft" is a very nice Windows equivalent of GarageBand.
I found a great article called "Heard the latest in Branding?"
The article talks about what is audio branding and how its revolutionizing the world, but peopled don't put a lot of thought into it.
They go into more detail about how it has affected the Ringtones and the cell phone industry...
The author really gave out a lot of statistic on how the audio could be used to help a brand reach a higher audience appeal, but when doing campaigns a lot of companies do not care for the audio towards their brand.
Here is the article:
Heard the Latest in Branding?
Here's a link to a good website that you all can use for the blog:
http://www.wildsound-filmmaking-feedback-events.com/sound-design.html
Here is another good article from the New Yorker. A bit old but very relevant. It describe's Muzak's efforts to reivent themselves due to the fact that "Muzak" has earned negative connotations over its lifetime.
http://www.newyorker.com/archive/2006/04/10/060410fa_fact
I am especially enamored of its use of the term of "Audio Architects". That's money.
http://www.neurosciencemarketing.com/blog/articles/audio-branding.htm
Ok here is my article it focuses on how matching music to a shopping experience can drive sales and create a return community and create brand loyalty. This article uses Mercedes Bens as an example. They dedicated an entire research team to creating a "Pleasing door slam sound" from their cars.
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