The job of helping cars to vacuum cleaners get money from customers
For car lovers, the feeling of sitting in a sports car and feeling the engine sound is a wonderful thing. But surely many people do not know that the noises are fake. Even the sound of the car door closing, the sound of pulling the window glass or turning the car start key is not 100% real.
Not only cars, almost every product from food, household appliances to many other familiar items to consumers has the intervention of the so-called “sound design”. The causes of this situation are many, but in this article, we only focus on 3 main issues: customer perception, brand differentiation and creating consumption habits.
The sound of closing doors of some classic cars
Selling according to customer feedback
People often mistakenly think that silence is valuable to customers when using a product, but in reality, the feeling of identification when they do something right is what makes consumers addicted. Do not believe it? Try looking at a vacuum cleaner.
With today’s technology, vacuum cleaners can completely operate smoothly and efficiently, but manufacturers try to create more sound controls to make them louder and have stronger vibrations.
The reason is very simple. Surveys of manufacturers show that customers feel more satisfied with noisy vacuum cleaners. Consumers feel that vacuum cleaners are noisy and vibrate, proving that they work effectively even though current technology can completely eliminate these sounds. In particular, the sound of dirt or garbage being sucked and pounded against the wall of the suction pipe is magnified to satisfy customers, making them feel that the product is running well.
It sounds ridiculous, but this is the truth when consumers buy products based on feeling rather than reason. Back to the story of the cars, the real engine sound when sitting in sports cars is not as strong as you think, but there will be more wind noise. Designers have created components to adjust the sound when the user is in the car, thereby stimulating the feeling of the customer.
The sound effect of the vacuum cleaner, which can be completely faked without affecting the performance of the machine, is mainly to attract customers.
If you go online and search for terms like “Active Sound Design”, most posts will be related to cars because manufacturers have a team to test and adjust noises, create feelings comfortable feeling for the user sitting in the car. For example, car doors will be made heavier to create a solid sound when closing the door, although that may not be necessary with a simple car.
The sound of cars has become part of the way consumers buy them. The roar of an engine or the sounds of a car are deeply embedded in the user’s mind and although technology has advanced to the point of being able to eliminate all these sounds, from a distributor’s point of view, they is an irreplaceable element.
For manufacturers, the sound of the product is no longer merely the interaction of the design parts, but has become an advertising tool, attracting customers today.
Besides, customers also feel safer when products make noise and show that they are working effectively. If the sound is completely removed, consumers will feel insecure about not knowing if everything is working correctly or not.
Rebranding
In 1995, the Harley Davidson motorcycle company tried to trademark the boot sound of this brand product but was unsuccessful. According to the logic of this business, the sound of starting a Davidson motorcycle is completely different from that of a regular car when it creates a strong and free feeling.
Of course, the fact that motorbikes make strong noises can help warn vehicles and pedestrians when participating in traffic, but copyrighting the start-up sound sounds weird. But it is the start-up sounds of the Davidson line that is one of the reasons why consumers buy them because it distinguishes its brand next to the car design image.
Not only motorbikes, many products are also designed to have a distinct sound to distinguish the brand image. For example, bottled soft drinks Snapple makes the famous “pop” sound when opening a glass bottle. In fact, this language does not affect the quality of drinks, but it is one of the distinguishing factors for Snapple’s brand.
In 2018, when Snapple switched from glass bottles to plastic bottles, it took 6 months for researchers to maintain the same “pop” sound when opening the bottle as it was. According to Snapple, the “pop” stands for freshness, meaning no one has opened the bottle before you, and that’s one of the defining elements of the brand for this line.
Consumer behaviour
A good example in this section is canned potato chips. Studies by scientists show that crunching sounds are one of the key factors that attract customers to buy canned potato chips. The crunch of canned potatoes when biting is often proportional to sales.
As a result, canned potato chip manufacturers design their products to produce the highest possible crunchy sound. The sliced shape and curvature of the canned potatoes are carefully researched to create a crunchy feeling in the mind of customers with each bite, thereby creating attractiveness for the product and increasing sales.
With this strategy, consumers will gradually become addicted to the crunching sound when eating french fries and create a habit of consuming the product.
Obviously, visuals are not the only thing that manufacturers need to keep in mind when doing business, and today’s marketing strategies are even developed through sound when consumers use the product.
at Blogtuan.info – Source: autopro.com.vn – Read the original article here
