An audiovisual product aims to create an immersive experience for the viewer, one that is built on their perception of the world. In this experience, sound is fundamental.
Sound helps us understand our surroundings, and this is where emotion comes into play. The cry of a newborn baby, the meow of a cat or the whimper of a dog, the melody of a song or the theme from our favourite show. These are all sounds that evoke emotions, feelings, and sensations.
Conversely, the screech of a fork on a plate or fresh chalk on a blackboard, the noise of someone chewing beside you, or the wail of a nearby ambulance siren are sounds that can be intensely unpleasant. In the case of sirens, they can even approach the threshold of pain.
And just as silent film viewers heard sounds in their heads, the process works in reverse: hearing a sound often causes our mind to associate it with an image.
Sound connects with our brain on deep levels in ways that are still not scientifically clear. Phenomena like ASMR or misophonia (unpleasant reactions to certain sounds) are rooted in this reflexive response to specific auditory stimuli.
However, these connections remain a mystery to science. There are studies on the subject, but no specific map of how it all works. A song, a melody, or a simple sound can change your state of mind. This, for example, is the foundation of music therapy.
Something similar occurs in the phenomenon of synesthesia, where some people associate colours, or even tastes, with certain sounds. Sound is everywhere: from the relaxing music in lifts and waiting rooms to warning sirens, beeps, and alarms on our devices. Nearly every scene in our daily lives is accompanied by sound. Everything has its own sound.
Sound Makes It Real
Therefore, sound in audiovisual language is far from unimportant, as it helps to expand expressiveness, sometimes exponentially. In the field of Motion Graphics, for example, pairing an animation with good audio gives it life, character, and a three-dimensionality that more effectively commands the viewer’s attention. The experience becomes complete and immersive. It gains emotion.
In short, whether we realize it consciously or not, sound is emotion—and emotions are what we remember most. It is emotions that mark the difference between a routine experience and a truly special one.
In the same way that a scent can trigger a memory, so too can a sound. And it is this sensory and emotional dimension that creators in the audiovisual world must never underestimate or forget.
