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From city traffic to airplanes to handheld devices, the world today makes a lot of noise, and it’s not all good. In urban environments, people often experience extended periods of excessive noise levels – above 90 dB – which can lead to serious health risks. Noise reduction efforts are underway in many of the world’s most populated cities, and as a sound creation agency, we at SAM felt it important to highlight some of the key challenges with noise pollution and introduce ways in which brands can create more responsible sonic branding.

You’re Being Too Loud

For years, humans have introduced sounds to the world without consideration as to how it affects us. In fact there is still no single governing body that oversees sound limits. In the US the Environmental Protection Agency (EPA) has some authority over certain categories, the Consumer Product Safety Commission (CPSC) over others, the Occupational Safety and Health Administration (OSHA) over workplace sound exposure, and the list goes on. The bottom line is that no one is watching – or more so, hearing – what the other is doing, and the result is a noisy environment.

Like the Great Pacific Garbage Patch, we now have a real problem on our hands with major cities reaching in excess of 100 dB daily for long periods of time – 80 dB and under is the suggested safe listening zone [Source: World Health Organization]. Health risks for extended exposure above this threshold include: cardiovascular and metabolic risk such as hypertension, heart disease, and arrhythmias; reduction in comprehension and memory, especially among children; sleep deprivation, stress, and anxiety; and of course hearing loss. In addition, with so much daily noise, we become less attuned to other important sounds, like approaching cars, notifications, and alarms. In order to cut through the clutter, these sounds are then engineered to be even more jarring – leaving us with yet more ear trash.

Lowering The Volume

Organizations worldwide are beginning to take big steps toward lowering the volume on noise pollution. Singapore, with nearly 6 million people – just over 22,000 per square mile – makes a lot of noise. To soften the daily hum of transportation, construction, and people, the city has begun installing noise barriers that reduce decibel levels without detracting from the aesthetic. Green barriers absorb sound and add natural beauty, while clear barriers deflect sound without blocking views. Additionally, the city is constructing roads using low-friction surfaces that produce less tire noise, and also advocating for the quiet benefits of electric vehicles [Source: Jinbiao].

Paris has taken a more aggressive approach, installing “noise cameras” at key intersections around the city that pinpoint sources of excessive noise, such as revved engines, construction equipment, and other audible disruptions, and issuing fines accordingly [Source: Axios]. New York and Philadelphia have followed suit in hopes that these noise trackers will help mitigate decibel levels.

Private entities like One Square Inch of Silence aim to raise greater awareness of the importance of quiet, natural sound, and noise free zones. The privately funded research effort maintains one of the quietest locations in the US in Olympic National Park located at: N 47.8666001° W 123.870084°.

Sound Solutions

Leading brands are no stranger to the introduction of sound into the world. With product sounds, music for advertising and social content, sonic logos, retail and POS audio, and so much more pumping around us daily, brand managers and creatives play a key role in the reduction of noise pollution. Much of this comes down to making strategic audio decisions that minimize the audible impact while still optimizing marketing efforts.

• Embrace the silence – Audio is powerful, but so is knowing when to shut it off. Silence at the right times and in the right environments can make a deeply emotional impact with audiences. For instance, when a film score cuts out just when you expect a triumphant resolve, the anticipation is palpable, keeping audiences on the edge of their seats. In a world filled with sound, sometimes the absence of audio captures our attention most effectively.
• Study your surroundings – Not every sound is right for every environment. Consider the spaces and scenarios where your sounds will be heard. What other audio is competing for attention? What frequencies are prominent? What sounds fit naturally into the space? Are there ways of adapting your sonic brand to the space? Our ears long for balance. By providing audiences with a counter frequency or sound, you not only stand out in the crowd, but also neutralize the sonic environment making it more pleasing.
• Mind your frequencies – In addition to finding frequencies that suit the environment, maintaining a balanced sonic palette is equally important. Too much of any frequency can be fatiguing on the ears and add to the sonic clutter. So, if your brand audio is overly bass heavy, try to blend in some mid and high sounds, and vice versa. Also, as mentioned in our Most Annoying Sounds post, be careful with brand audio that lingers in the 2,000 – 5,000 kHz range for extended periods of time. This range is where a lot of ‘aversive sounds’ like to hang out – the kind that grate on our ears – so be mindful when using these frequencies to capture attention as it may not be the kind of attention you want.

Noise pollution remains a major challenge in today’s busiest cities. While many communities are working to reduce environmental noise and its health risks, leading companies have an important role to play. Responsible sonic branding helps create more natural, balanced soundscapes, minimizing harmful audio and connecting with audiences more meaningfully – instead of just producing more noise.