Did you know that many store’s sound consultants suggest creating a “permanent party atmosphere” to attract younger crowds to shop? Emily Anthes notes that loudness may annoy the sound-sensitive customers, but overall, it pays really well. She points out that shoppers make more impulsive purchases when they are overstimulated. Loud music leads to sensory overload, which weakens self-control. (“It’s So Loud, I Can’t Hear My Budget!” (“Psychology Today” magazine, August issue)
Read more on similar subject here:
Influence of YOUR Business’ Brand Design on Profitability of YOUR Business!
How Does Sound Affect Us?
“Overload makes people move into a less deliberate mode of decision making,” says Kathleen Vohs, an associate professor of marketing at the University on Minnesota.“People might be more likely to be lured by brand names, fooled by discounts on items that they might not really want, and susceptible to other influences.”
Just like any other architectural component, sound has become a very popular way of persuading customers as they enter an establishment. Think about what your business could do to positivley use this information. What age crowd are you serving? How do you want them to feel visiting your place? How do you want your employees to feel? It’s all under your control. Use this information appropriatley, do not use loud music to keep your employees overstimulated at work. But remember that for example providing small doses of stimulation to employees during break hours can help to recharge the brain, consequently leading to a more productive work performance.
In restaurants, music can affect mood as much as the colors and materials you select. For example, slow music encourages patrons to linger – spurring them to splurge on that dessert or extra drink in addition to red colors, evoking appetite. Photo: Interior of Zero Sette retaurant, London, UK
A recent review of 157 retail stores, published in the Journal of Business Research, showed that background music significantly boosts customers’ pleasure as well – and often, the time and money they spend in a store.
Other sounds affect us too, such as the chattering of customers. Many restaurants stopped using sound absorbing materials to create environments that feel more alive, happening and successful. Consult your architectural designer on what materials to use for your business to create appropriate sound control and sound transmission level.
This hotel lobby was designed following different aspects of Feng Shui. This is one of three entrances to the hotel with the main theme – water. The water feature at the center of the atrium provides a soothing sound of fresh running water. It will echo in to the tall space, bringing desirable feelings of relaxation and comfort to the guests. (Jade Dragon Hotel, China, designed by Mindful Design Consulting, rendering by Ryan Knope.)
Sounds to Use in Your Business
Here are some sounds that have been proven to affect us in certain ways and can be used by you in your business as desired:
• TEMPO: In restaurants, slow music encourages patrons to linger – spurring them to splurge on that dessert or extra drink. Faster, more contemporary music attracts younger crowds.
• COUNTRY OF ORIGIN: When a wine store played French Music, most customers bought French wine, while German music spurred sales of German wine, according to a University of Leicester study. Researchers theorize that different regional music makes shoppers think of that country, and therefore primes them to buy its wine.
• LYRICS: Good news for waiters everywhere: A recent French study revealed that playing songs with “prosocial” lyrics – those about empathy and helping others – can increase tips.
• OCEAN WAVES: Did you know that the sound of waves has exactley the same rhythm as a sleeping human body would produce breathing? That explains our tendency to relax when we hear sound of waves in the background. Our body goes into the sleeping mode. Not a bad design element to complement your spa or a massage parlor.
• CHIRPING BIRDS: Sounds produced by birds bring feelings of reassurance. This came to us from our history of evolution when we would listen to animals’ behavior around us to make sure we are safe. When the birds were chirping happily, we knew there were no predators. What a great idea as a background for your working space.
One more interesting bit of news I wanted to share with you – you are about 1/3 as productive in large open offices as in quiet rooms. So psychologists recommend to wear headphones if you have to work in an open office and listen to something reassuring, such as the sounds of birds. This will get your productivity back up.
Lean more about sounds affecting us HERE. And you can read more on how to control your business environment HERE.
Shoppers make more impulsive purchases when they are overstimulated. Loud music leads to sensory overload, which weakens self-control. (Mall designed by Mindful Design Consulting, rendering by Ryan Knope.)
Written materials used in this article came from work of Julian Treasure and Emily Anthes.
Original text came from HERE.
