Julian Treasure: The 4 ways sound affects us

Translator: Martina Mrsnik Reviewer: Matej Golob

V naslednjih petih minutah

Over the next five minutes,

my intention is to transform your relationship with sound.

je moj namen, da preoblikujem vaš odnos do zvoka.

Let me start with the observation

Naj začnem z opazko, da je večina zvoka okrog nas naključna.

that most of the sound around us is accidental;

In večina tega je neprijetna. (prometni hrup)

much of it is unpleasant. (Traffic noise)

Stojimo na uličnih vogalih, kričimo preko takega hrupa,

We stand on street corners, shouting over noise like this,

in se pretvarjamo, da ne obstaja.

pretending it doesn't exist.

This habit of suppressing sound has meant

No, ta navada potlačiti zvok pomeni, da je naš

that our relationship with sound has become largely unconscious.

odnos z zvokom postal zelo nezaveden.

There are four major ways sound is affecting you all the time,

Zvok ves čas učinkuje na nas na štiri glavne načine in

and I'd like to raise them in your consciousness today.

danes bi jih rad zbudil v vaši zavesti.

The first is physiological.

Prvi je fiziološki. (glasen zvok budilke)

(Alarm clocks ring)

Sorry about that.

Oprostite zaradi tega. Pravkar sem vam dal dozo kortizola, vašega "boj ali beg" hormona.

I just gave you a shot of cortisol, your fight-flight hormone.

Zvoki ves čas vplivajo na izločanje hormonov in tudi

Sounds are affecting your hormone secretions all the time,

but also your breathing, heart rate -- which I just also did --

na vaše dihanje, bitje srca - kar sem ravnokar pokazal -

ter na vaše možganske valove.

and your brainwaves.

It's not just unpleasant sounds like that that do it.

In tega ne storijo samo neprijetni zvoki, kot je bil tale.

To je valovanje. (ocean)

This is surf. (Ocean waves)

It has the frequency of roughly 12 cycles per minute.

Frekvenca teh valov je približno 12 na minuto.

Večino ljudi to pomirja in

Most people find that very soothing,

and, interestingly, 12 cycles per minute is roughly the frequency

zanimivo, 12 na minuto

je tudi približno frekvenca dihanja pri spečem človeku.

of the breathing of a sleeping human,

so there is a deep resonance with being at rest.

To močno povezujemo z umirjenim stanjem.

To povezujemo tudi s tem, da ni stresa,

We also associate it with being stress-free and on holiday.

kot da bi bili na počitnicah.

The second way in which sound affects you is psychological.

Drugi vpliv zvoka je psihološki.

Music is the most powerful form of sound that we know

Glasba je najmočnejša oblika zvoka, ki jo poznamo,

that affects our emotional state. (Albinoni's Adagio)

ki vpliva na naše čustveno stanje. (Albinonijev Adagio)

This is guaranteed to make most of you feel pretty sad if I leave it on.

Zagotovo bi večina postala precej žalostna,

če bi pustil to glasbo.

Music is not the only kind of sound, however, which affects your emotions.

Glasba pa ni edina oblika zvoka, ki ima učinek na vaša čustva.

Natural sound can do that, too.

To lahko storijo tudi naravni zvoki.

Birdsong, for example, is a sound which most people find reassuring.

Ptičje petje, na primer, je zvok,

ki večino ljudi pomirja. (čivkanje)

There's a reason: over hundreds of thousands of years

Za to obstaja razlog. V stotih tisočih let

we've learned that when the birds are singing, things are safe.

smo se naučili, da so med ptičjim petjem, stvari varne.

It's when they stop you need to be worried.

Zaskrbeti nas mora, ko ptice utihnejo

The third way in which sound affects you is cognitively.

Tretji način, kako zvok učinkuje na nas, je kognitivni.

You can't understand two people talking at once (Voice-over)

Ne morete razumeti dveh, ki govorita hkrati

ali v tem primeru enega, ki govori dvakrat.

or in this case, one person talking twice.

Morate se odločiti, katerega boste poslušali.

You have to choose which me you're going to listen to.

We have a very small amount of bandwidth for processing auditory input,

Imamo zelo majhno pasovno širino za procesiranje zvoka,

zato tak hrup -- (pisarniški hrup) --

which is why noise like this ...

(Office noise)

zelo zmanjšuje učinkovitost.

is extremely damaging for productivity.

If you have to work in an open-plan office like this,

Če delate v pisarni odprtega tipa, kot je ta,

your productivity is greatly reduced.

je vaša učinkovitost precej zmanjšana.

And whatever number you're thinking of, it probably isn't as bad as this.

Karkoli ste si mislili, verjetno si niste mislili, da je razlika tako velika.

[Open-plan offices productivity down 66%]

(strašljiva glasba)

You are one-third as productive in open-plan offices as in quiet rooms.

V pisarnah odprtega tipa ste le tretjino tako učinkoviti kot v mirnih prostorih.

I have a tip for you:

Imam namig za vas. Če že morate delati v prostorih, kot je ta,

if you work in spaces like that, carry headphones with you,

imejte s seboj slušalke s pomirjajočim zvokom, kot je ptičje petje.

with a soothing sound like birdsong.

Put them on, and your productivity goes back up to triple what it would be.

Dajte si jih na ušesa in vaša učinkovitost bo do trikrat večja kot sicer.

Četrti način, kako zvok vpliva na nas, je vedenjski.

The fourth way in which sound affects us is behaviorally.

With all that other stuff going on,

Poleg vseh teh drugih dogajanj ob zvoku, bi bilo neverjetno,

it would be amazing if our behavior didn't change.

če se naše vedenje ne bi spremenilo.

(Techno music)

(tehno glasba v avtu) Torej, vprašajte se: Bo ta oseba kadarkoli vozila

So ask yourself: Is this person ever going to drive

zmernih 50 km/h? Mislim, da ne.

at a steady 28 miles per hour?

I don't think so.

At the simplest, you move away from unpleasant sound

V osnovi se umikamo od neprijetnih zvokov

and towards pleasant sounds.

in približujemo prijetnim.

So if I were to play this ...

Če bi predvajal to -- (zvok vrtalnika) --

(Jackhammer)

for more than a few seconds, you'd feel uncomfortable;

več kot nekaj sekund, bi se počutili neprijetno;

for more than a few minutes, you'd be leaving the room in droves.

več kot nekaj minut in trumoma bi zapuščali prostor.

For people who can't get away from noise like that,

Za ljudi, ki se ne morejo izogniti takšnemu hrupu,

je to zelo nevarno za njihovo zdravje.

it's extremely damaging for their health.

In to ni edina stvar, ki jo poškoduje slab zvok.

And that's not the only thing that bad sound damages.

Most retail sound is inappropriate and accidental, even hostile,

Večina zvoka v trgovinah je neprimerna, škodljiva, celo sovražna,

and it has a dramatic effect on sales.

in ima dramatičen učinek na prodajo.

For you retailers, you may want to look away before I show this slide.

Tisti, ki ste trgovci, bi mogoče raje pogledali proč,

preden pokažem to stran.

[Inappropriate retail soundscapes sales down 28%]

They're losing up to 30 percent of their business

Izgubljajo do 30 odstotkov posla,

saj ljudje zapuščajo trgovine hitreje ali se obrnejo že na vratih.

with people leaving shops faster, or just turning around at the door.

Vsi smo že to storili, zapustili prostor,

We've all done it, left the area,

ker je bil zvok v notranjosti tako grozen.

because the sound in there is so dreadful.

I want to spend just a moment talking about the model we've developed,

Trenutek bi rad namenil še modelu,

ki smo ga razvili in ki nam dovoljuje, da začnemo z vrha

which allows us to start at the top and look at the drivers of sound,

in pogledamo generatorje zvoka, analiziramo zvočno okolje in

analyze the soundscape

and then predict the four outcomes I just talked about.

nato predvidimo štiri izzide, o katerih sem ravnokar govoril.

Ali pa začnemo spodaj,

Or start at the bottom and say what outcomes we want,

ugotovimo, katere rezultate želimo imeti in

and then design a soundscape to have a desired effect.

nato oblikujemo zvočno okolje, primerno željenemu učinku.

Konec koncev imamo znanost, ki jo lahko uporabimo.

At last we've got some science we can apply.

Smo v poslu oblikovanja zvočnega okolja.

And we're in the business of designing soundscapes.

Just a word on music.

Samo še beseda o glasbi. Glasba je najmočnejši zvok nasploh in

Music is the most powerful sound there is, often inappropriately deployed.

pogosto neprimerno uporabljena.

It's powerful for two reasons:

Močna je zaradi dveh razlogov. Hitro jo prepoznate in

you recognize it fast, and you associate it very powerfully.

ima močno asociacijo.

I'll give you two examples.

Dal vam bom dva primera. (prvi akord "A Hard Day's Night" The Beatles)

(First chord of "A Hard Day's Night")

Most of you recognize that immediately.

Večina vas to prepozna takoj.

The younger, maybe not.

Mlajši mogoče ne. (smeh)

(Laughter)

(First notes of "Jaws" theme)

(Prvi dve noti filmske glasbe filma "Žrelo") In večina vas to poveže z nečim!

Most of you associate that with something!

Now, those are one-second samples of music.

To so enosekundni vzorci glasbe.

Music is very powerful,

Glasba je zelo močna. In žal jo pri opremljanju

and unfortunately, it's veneering commercial spaces, often inappropriately.

trgovskih prostorov, pogosto uporabljamo neprimerno.

I hope that's going to change over the next few years.

Upam, da se bo to spremenilo v naslednjih nekaj letih.

Let me talk about brands for a moment, since some of you run brands.

Še nekaj besed o blagovnih znamkah,

ker ste nekateri zadolženi za blagovne znamke. Vsaka blagovna znamka

Every brand is out there making sound right now.

ima svoj zvok.

There are eight expressions of a brand in sound; they're all important.

Poznamo osem zvočnih oblik za blagovne znamke.

Vse so pomembni. Blagovne znamke morajo upoštevati te smernice.

And every brand needs to have guidelines at the center.

Zadovoljen sem, da se je to začelo dogajati.

I'm glad to say that is starting to happen now.

(glasba iz Intel reklame)

(Intel ad jingle)

You all recognize that one.

Vsi prepoznate tole. (zvonjenje Nokie) To je

(Nokia ringtone)

This is the most-played tune in the world today --

najbolj pogosto predvajana melodija na svetu.

Ta melodija je predvajana 1,8 miljardkrat na dan.

1.8 billion times a day, that tune is played.

(Laughter)

And it cost Nokia absolutely nothing.

In Nokie to ne stane čisto nič.

I'll leave you with four golden rules, for those of you who run businesses,

Za konec vam pustim 4 zlata pravila, za tiste, ki imate svoj posel,

za zvok vaše blagovne znamke.

for commercial sound.

First, make it congruent,

Prvič, naredite ga skladnega,

pointing in the same direction as your visual communication.

naj gre v isto smer kot vidna komunikacija.

To poveča vpliv za več kot 1100 odstotkov.

That increases impact by over 1,100 percent.

Če vaš zvok ni skladen,

If your sound is pointing the opposite direction, incongruent,

you reduce impact by 86 percent.

zmanjšate vpliv za 86 odstotkov.

That's an order of magnitude, up or down.

To je red velikosti, gor ali dol.

This is important.

To je pomembno.

Secondly, make it appropriate to the situation.

Drugič, naredite ga primernega situaciji.

Thirdly, make it valuable.

Tretjič, naredite ga vrednega. Z zvokom ljudem nekaj dajte.

Give people something with the sound, don't just bombard them with stuff.

Ne jih samo obstreljevati s stvarmi.

In končno, preizkušajte ga znova in znova.

Finally, test and test it again.

Sound is complex; there are many countervailing influences.

Zvok je kompleksen. Ima veliko izravnavalnih vplivov.

Lahko je kot skleda špagetov:

It can be a bit like a bowl of spaghetti:

včasih jih je treba samo pojesti in videti, kaj se zgodi.

sometimes you just have to eat it and see what happens.

So I hope this talk has raised sound in your consciousness.

Upam, da je ta govor dvignil vašo zavest o zvoku.

If you're listening consciously,

Če poslušate zavestno,

you can take control of the sound around you.

potem lahko nadzorujete zvok okrog sebe.

It's good for your health and for your productivity.

Dobro je za vaše zdravje. Dobro je za vašo učinkovitost.

Če nam to uspe, potem se bomo vsi dvignili na nivo,

If we all do that, we move to a state

kjer bomo lahko zaživeli v sozvočju.

that I like to think will be sound living in the world.

I'll leave you with more birdsong. (Birds chirping)

Pustil vas bom s ptičjim petjem.

Priporočam ga najmanj 5 minut na dan, ni pa omejitve navzgor.

I recommend at least five minutes a day, but there's no maximum dose.

Hvala, da ste mi danes posodili svoja ušesa.

Thank you for lending me your ears today.

(aplavz)

(Applause)