For some it does … literally.
Synesthesia affects about 1% of the adult population. For people with this condition, one type of sensory stimulation prompts a reaction from another one of the senses. For instance, when people with music color synesthesia are exposed to musical stimuli, they see specific colors.
Some marketers might wish that everyone had Synesthesia, and that kindly kindly showing certain colors or sounds would produce a strong, immediate response. While actual Synesthesia is very rare, just about everyone does react to color and music, at least in a minority way and, often times, predictably. Music and color can affect our mood, our energy level, even our productivity. And yes, when combined well, music and color can definitely have a positive effect on your company's marketing.
In fact, whether you're putting together a TV campaign, creating an audio-enabled website, or designing a retail environment, you must pay careful attention to how the colors and music you choose will interplay and what type of message they'll send . Determining the right combination of sound and color requires an awareness of what your company or organization is all about.
Here's an easy example. A business that wants to communicate a relaxed and serene mood – a spa, for instance – might use blues and greens of different depths on its walls and website to produce a calming effect. The music the spa plays onsite and in its radio commercials may be that of a classical quartet or a delicate new age sound with an almost imperceptible tempo. In everything the spa owners do to create and promote their ideal environment, color and music choices must be considered carefully because both will have a great effect on how the spa is perceived by potential and existing customers.
Been to a play recently? Remember how the music and lighting changed to support the emotions of the characters on stage? A romantic scene may have featured soft pink lighting and a slow, passionate movement from the orchestra. The scenes filled with anger or tension may have been lit in a harsh white or dark red, and underscore with a similar type of orchestral accompaniment. The creative people behind the play used music and color to elicit certain specific – and yes, predictable – responses from you and the rest of the audience.
Keep these examples in mind as you think about how to present your company to your target audience. At first, color and music might seem like relatively minor details of your brand, but by using them effectively you can help to create a unique – and more memorable – experience for your consumers, and a more successful company.
