In Spain, 2% of the population is deaf or has a hearing impairment.
In the world, the percentage rises to 5% and will reach 10% by 2050.
The rest hear more or less well, although sometimes they do not hear at all.
The percentage of those who do not listen is surely much higher. But that is another matter.
What I am getting at is auditory perception.
It is one of the 5 senses that most of us perceive.
Which of the 5 is more important?
Well, it is relative. Some people get things through their eyes and others are very sensitive to smells.
In architectural visualization, the visual is the most important thing.
The second factor is auditory. That is why we speak of audiovisual.
Well.
Another day I will talk about sound effects. Today I want to focus on the music.
And here we encounter a very common problem:
Many companies do not seem to give importance to what is heard when they show their project.
It gives the impression that anything goes and that is a monumental mistake.
They are content to play the first jingle they find with the “commercial” label.
You may not have noticed but 90% of real estate audiovisuals use them.
To me it reminds me of the soundtrack of the fairs.
Each stand with its own “catchy” music.
I’m sorry. Well, no way, I’m NOT SORRY, using that resource is a waste of an opportunity.
We are once again faced with the same false belief:
“Since everyone else is using it, so am I.”
We spend about 2-3 days to progressively choose the soundtrack that best suits the video. First we hear hundreds (I’m not exaggerating) of options. Then we keep 10 of them and edit them over the sequences. In the end we come up with a winner.
That process is not about “looking good”. It’s looking for something more.
Make the buyer’s experience as friendly as possible with a single goal in mind:
May it inspire you, seduce you and make you buy.
I guarantee you that using a commercial jingle does not achieve that effect. Quite the opposite.
Trust the companies that sublimate this aspect of the audiovisual.
It has much more impact than it seems. And it will help a lot to your main objective: to sell.
I suggest you do this exercise.
Visit websites of developers, both large and small.
After seeing a few of them, tell me if, closing your eyes, they all look the same to you or not.
That’s it.