In the world of events in general, attention is often paid mainly, if not solely, to the visual elements and the impact they generate on the spectator: the furnishings, the lighting design and the LED wall immediately capture the public’s attention.
However, there is an equally crucial aspect that is often overlooked but can make a difference in the overall guest experience: Sound Design.
Sound is a communicative language which, if not contemplated, in many cases can make an event incomplete: sound represents a fundamental communicative opportunity which should in fact be able to phonically represent both the world of the brand and the message it intends to convey , and being supportive of the creative idea and the mood that you intend to stimulate in the public during an event.
This approach consists in the study and creation of real sound scenography which have the aim of building a setting in which the various communication processes can take place: a sound setting is by its nature conceived ad hoc for the occasion and should set yourself the goal of translating the universe of values of the brand or product that you want to communicate through the event into sound.
Sound Design is a discipline that deals with transmitting the identity of a brand through auditory elements, thus enriching the Brand Identity.
Designing sound therefore means contributing to designing personal, social and cultural identity: this is what the sound designer deals with.
Sound specialist in events: the sound designer
The professional figure of the Sound Designer represents the person who deals with the total management of the sound during an event, therefore also responsible for the sound result: this figure is in fact responsible for collecting the client’s requests, personally participating in the creation of the content and propose the result.
The outputs it can create are multiple, such as brand music, brand voice, logo sound, product sound and music on hold (intended as music on hold during a call).
These are all elements which, however, must have one important characteristic: being consistent with the brand. Before starting to design the sound it is necessary to understand which adjectives characterize the brand identity and therefore define the tonality and the guidelines so as not to lose sight of the final objective.
The sound designer takes care of various sound aspects of the brand during a corporate event, ranging from areas related to communication to the public to those of the product itself. His work can focus on the creation of:
- Brand music: select musical tracks that can be attributed to a brand, which define its character, which effectively convey to listeners who it is and what it intends to communicate;
- a Sound logo: intended as the sound equivalent of the graphic logo. It is often short, with a distinctive melody that varies from 3 to 5 seconds or with a sequence of sounds used at the beginning or end of a commercial: visual and audio logos are often used together to create maximum impact and attention for the brands. The sound logo not only identifies the brand, but also contains associations and values of the brand itself;
- a Jingles: The Jingles differs from the sound logo in that it is linked to the brand but for a specific product or advertising campaign;
Music is a very important means for modern communication and when used carefully it manages to create a bond between people and reference brands: the figure of the sound designer is therefore relevant as he manages to attract people’s attention and emotions to the sounds he produces.
Sound design as a means of communication
In conclusion, sound design is not only a matter of atmosphere and guest guidance, but also has a significant impact on the overall image of the event or trade show.
High-quality, curated audio conveys a sense of professionalism, attention to detail and commitment to excellence, reflecting positively on the image and reputation of the host organization.
Conversely, sloppy or disorganized sound design can damage the image of the event, making it seem unprofessional and unpolished. Investing in sound design, therefore, is not only a way to improve the guest experience, but also to enhance the event as a whole.
Well, now all you have to do is turn to DHS Event Solution for the best technical solution for your events!
