Show You Have Good Taste with Better Sound

Everyone seems to be talking about signal and noise lately. They’re the new buzzwords to show you know what matters. In business, in culture, we’re all looking for more signal and less noise.?

In some ways this is great, because for those of us working in audio and video integration, now people are speaking our language. Signal to noise ratio is what we think about every day. We separate the signal from the noise. We calibrate systems so you get more of the good stuff and less of the distraction.

But what I hope continues to be a part of the discussion is what makes the signal “good.” Right now, as long as the speakers are playing music, people are happy with the signal. But what if it sounds terrible? What if the signal to noise ratio is tilted in the wrong direction and all you’re getting is noise?

This is a particularly important question to ask in retail and hospitality. Anywhere a customer is making a decision to stay or go, to purchase or not to purchase, it’s vital that they have a positive experience of being in your store or restaurant. If they’re cringing because something sounds terrible, they’re not necessarily going to attribute that to the music system. They’re going to get an overall impression that it’s time to leave.

We’re fortunate at Essential Communications to have a lot of clients who understand that good sound matters. Some of the biggest international retailers that we work with are continuing to grow, and it’s probably not a coincidence that they have what I consider to be the best-sounding stores out there right now. And the restaurants we serve know the value of making diners feel comfortable in a space. Who wants to order more drinks or dessert when there’s sonic chaos around you? It’s better to create an enveloping sense of acoustic bliss.

After all, we’re talking about hospitality. We’re helping to make guests feel accommodated and create a sense of ease. Relaxing into a seat at a table or feeling connected in a shopping experience because the atmosphere is right — that’s everything.

When the signal is right, retailers and restaurateurs get the response they’re seeking. They want to engage and invigorate, inspire, and create a memorable feeling.

But this is not just a business buzzword or a “branding” thing. It’s about human emotion. And human physiology. There have been several studies (including our own informal one at a Junior Achievement High School Job Fair a couple years back) that connect the sense of hearing with the sense of taste. When we’re hearing something good, that affects our perception of the meal we’re enjoying.

One of the academics who has studied this phenomenon is Dr. Charles Spence, a professor of experimental psychology at the University of Oxford. He’s featured in a great video narrative from The Future of Storytelling.

In this video, he talks about the “superadditive” idea of “when senses work together to enhance experience.” He found that higher-pitched music will bring out the sweetness in a dish. While lower-pitched, “brassy” sounds will accentuate the bitter flavor notes.

More recently, Dr. Spence did a Q&A with Brainworld Magazine, where he talks about how multisensory integration changes our flavor perception.

These are the signals we need to understand better. It’s important to cultivate a quality experience that appeals to our senses. If you want people to enjoy what you’re selling or serving, you should think about what they’re hearing and seeing while they experience it.

About Essential Communications

Essential Communications is a provider of Audiovisual and Integrated Experiences utilizing leading-edge technologies that deliver outcomes. Our award-winning designs have been featured in projects across the United States, Canada & Europe. We are reinventing experiences in retail, hospitality, and professional workplaces by designing and installing technology and data infrastructures that are built to last and improve operations.

www.makeasoundinvestment.com