Sound is extremely important in the contribution it makes to people’s feelings. We know that the absence of sound and music it has a profound impact on cars, shopping environments and adverts. Sound is as critical to a films experience as the pictures. David Lynch the film director rightly said Films are 50 percent visual and 50 percent sound.
Consumers choose their mood by selecting their music. Generation Y who experience wider mood swings report to controlling their state by music — by delivering a familiar and predictable mood. It is thus arguable that sound is more effective in driving feelings than sight. This makes the audio impact extremely important in the contribution it makes to people’s feelings.
In food and drink, we might think of it as essentially taste (plus sight, smell and touch) experience, but we cannot afford to underestimate the importance of sound. Sound contributes to the emotional reward of consuming a food or drink. For example, the initial crunching of a crisp and fast, strong taste delivery awakens the mind.