http://www.vocalbranding.com.au/the-emphasis-on-colour-versus-the-importance-of-voice-in-branding-theory The Voice You Can Trust Mon, 09 Aug 2010 10:16:19 +0000 hourly 1 http://wordpress.org/?v=3.0.1 http://www.vocalbranding.com.au/the-emphasis-on-colour-versus-the-importance-of-voice-in-branding-theory/comment-page-1#comment-351 Sara Tack Wed, 10 Mar 2010 03:02:29 +0000 http://www.vocalbranding.com.au/?p=1002#comment-351 Tim, so glad you made this post. I wrote the Emotional Impact of Color as part of a series of articles on how the brain processes visuals and what implications that has on successful logo design, which is a visual practice. However, you are correct. Language and sound are an integral part of branding and more important than they are given credit. "I'm lovin it", "What can brown do for you", " Oh, I wish I were an Oscar Meyer wiener", "Where's the Beef", or "Just do it" are a few examples of the power of the spoken word. Each set of words has its own rhythm, pacing and inflection that we associate with a brand. Federal Express wouldn't have become Fed Ex if the consumer hadn't created the nick name. A brands language is visual, verbal and aural. While we as a species would think that our eyes are our strongest sense, we don't realize how much sound influences meaning in the world around us. Would walking up the staircase in a Hitchcock movie be half as scary if there was an upbeat rock song playing or if there was no sound at all? How would we clearly feel the anticipation, the fear or the pacing of the scene without the sound? My master's thesis was an installation that explored the relationship between the designed word and spoken word. It's probably time to dust off the paper and write a blog post. Tim, so glad you made this post. I wrote the Emotional Impact of Color as part of a series of articles on how the brain processes visuals and what implications that has on successful logo design, which is a visual practice. However, you are correct. Language and sound are an integral part of branding and more important than they are given credit. “I’m lovin it”, “What can brown do for you”, ” Oh, I wish I were an Oscar Meyer wiener”, “Where’s the Beef”, or “Just do it” are a few examples of the power of the spoken word. Each set of words has its own rhythm, pacing and inflection that we associate with a brand. Federal Express wouldn’t have become Fed Ex if the consumer hadn’t created the nick name. A brands language is visual, verbal and aural. While we as a species would think that our eyes are our strongest sense, we don’t realize how much sound influences meaning in the world around us. Would walking up the staircase in a Hitchcock movie be half as scary if there was an upbeat rock song playing or if there was no sound at all? How would we clearly feel the anticipation, the fear or the pacing of the scene without the sound? My master’s thesis was an installation that explored the relationship between the designed word and spoken word. It’s probably time to dust off the paper and write a blog post.

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