Sound Design

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Imagine for a moment that you are standing in Time Square. You are surrounded by glowing advertisements, skyscrapers, taxis, street performers, and people. But what is it that you hear? You probably hear footsteps,car horns, music, and countless other sounds. How is sound contributing to the experience overall? Try to imagine being in downtown New York City, without any sound. It wouldn’t be the same. You would only be experiencing half of it.

Sound has an immense effect on the way we absorb and process information. It can be used to communicate a message that otherwise may not be as clear. Sound with video must be used strategically and serve a purpose. This multisensory approach to marketing can create a relatable space that can strengthen a public’s trust in a company, and increase their inclination to act. A professionally produced video, with crisp and clear audio, is a quick way to communicate what you are all about.

The process typically starts once a visual has already been created. The sound designer begins by analyzing and marking all visual cues that could potentially be enhanced by sound. It is not uncommon to have 50 to 60 cues for each minute of video. Each cue is then categorized into primary, secondary, and transitional sounds.

A primary cue is typically associated with what is occurring on screen, while a secondary cue is related to something happening off screen. Transitional cues can be used to smoothly move from scene to scene. All these cues play a critical role in immersing the viewer into the world they are seeing. If either were missing, it would feel disjointed and unconnected. For example, it would feel awkward to have somebody audibly sip their coffee in a busy cafe without us hearing their surroundings. On the flip side, it would not make sense to only hear the ambient sounds of a cafe without hearing the subject on screen sip their coffee.

Simply synchronizing audio to video isn’t enough. The audio needs to be equalized, clear, and balanced. It is crucial to polish the sound effects through mixing and mastering. This glues it all together to be one cohesive experience from the beginning to the end.


We live in a fast paced world that is only picking up speed. Schedules are full, and attention spans are short. With little room for error, there is no time for your targeted public to receive half of your message. You want to promote with clarity and understanding. Give your customer the best chance at understanding how awesome your products or services actually are. Set yourself up for success, and utilize the powerful tool of sound design with your videos.