What are the effects of music on the human mind?

15th July 2020, 2:00pm

We have previously discussed the importance of music management in any business. As we said in other articles, it is no longer enough that the music you play in your premises is good. The randomness of it, without previous studies, is an error. We must not forget that its use has become one more element of brand communication.

But, do you really know the effects that it generates on your client? We know that fast music causes rotation at the point of sale, and that slow music aims to make them better know our product or service, and to increase consumption. Something similar happens with volume and style. Any variable that we modify within these factors will influence the image that the client has of our brand.

However, why does it happen? What is it about music that causes such strong and noticeable effects on people? In the book “Sound Branding: Awakening the sound awareness of brands “they explain us what are the most notable effects that music generates in people.

First of all, we find the emotions. Through music, the human being is able to interpret and understand messages that go beyond verbal language, something that they call musical emotions.

Another fundamental effect is memories. Music can move us in time and modify our feelings. This has always been one of the elementary factors for brands, something that we will talk about in an article soon.

The ability to influence in our behavior is another aspect of music. In the same way that it can invite us to action, it is capable of bringing us into a moment of passivity. This makes the correct use of music an essential marketing technique for brands.

Finally, it tells us about perception. Through a study in a Medellin SPA, the book exemplifies how by changing just one variable such as volume, customers change their opinion about service quality, varying the percentage of excellence from 75% to 53 %.

Music affects all brain regions, and we must not forget that its incorrect use can generate stress and rejection of a brand, just as it can trigger a process of “falling in love” if there is a study behind it that leads us to use music. Right music at every precise moment.

Now that you know how music works in consumers’ brains, use it in the best way according to your current business objective. At Ibiza Songs we have professionals with more than 40 years of experience in the sector who will help you achieve this.

“Music begins where language ends”

                                E.T.A. Hoffmann