TEDGlobal 2009
Julian Treasure: The 4 ways sound affects us
Julian Treasure: 聲音對我們造成的四種影響
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藉由播放悅耳及刺耳的音效，Julian Treasure告訴我們聲音對我們造成的四種影響，他還揭露在沒有隔間的吵嘈工作環境下，噪音所造成的驚人衝擊。
Julian Treasure - Sound consultant
Julian Treasure studies sound and advises businesses on how best to use it. Full bio
Julian Treasure studies sound and advises businesses on how best to use it. Full bio
Double-click the English transcript below to play the video.
00:15
Over the next five minutes,
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在接下來的五分鐘裡
00:17
my intention is to transform your relationship with sound.
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我將改變你們對聲音的看法
00:21
Let me start with the observation that most of the sound around us is accidental,
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我觀察到在我們四週的聲音通常都是偶然產生的
00:24
and much of it is unpleasant. (Traffic noise)
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而且大部分是不悅耳的(交通噪音)
00:26
We stand on street corners, shouting over noise like this,
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當我們站在街角，在這些噪音之下大聲談話
00:28
and pretending that it doesn't exist.
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然後還假裝噪音並不存在
00:31
Well, this habit of suppressing sound has meant that our
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嗯，這種壓抑聲音的習慣
00:33
relationship with sound has become largely unconscious.
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讓我們對於週遭的聲音漠不關心
00:36
There are four major ways sound is affecting you all the time,
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聲音會對我們產生四種影響
00:39
and I'd like to raise them in your consciousness today.
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我想藉由今天的機會分享給大家
00:42
First is physiological. (Loud alarm clocks)
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首先是生理上的影響(警鈴聲)
00:47
Sorry about that. I've just given you a shot of cortisol, your fight/flight hormone.
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很抱歉，我剛才為你們注射了一劑可體松，也就是刺激你戰鬥或是逃跑的荷爾蒙
00:50
Sounds are affecting your hormone secretions all the time,
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聲音會影響你的荷爾蒙分泌
00:53
but also your breathing, your heart rate -- which I just also did --
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還有你的呼吸，心跳，就像我剛才做的
00:56
and your brainwaves.
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還會影響你的腦波
00:58
It's not just unpleasant sounds like that that do it.
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不是只有不悅耳的聲音會產生生理上的影響
01:00
This is surf. (Ocean waves)
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這是海浪(海浪聲)
01:02
It has the frequency of roughly 12 cycles per minute.
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頻率大約是每分鐘12次
01:04
Most people find that very soothing,
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大部分的人覺得海浪聲具有撫慰的效果
01:06
and, interestingly, 12 cycles per minute
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而且有趣的是
01:08
is roughly the frequency of the breathing of a sleeping human.
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熟睡的人每分鐘的呼吸次數也大約是12次
01:11
There is a deep resonance with being at rest.
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所以海浪聲會讓我們聯想到休息
01:13
We also associate it with being stress-free
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聯想到放鬆
01:15
and on holiday.
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聯想到假日
01:17
The second way in which sound affects you is psychological.
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聲音也會對我們的心理產生影響
01:20
Music is the most powerful form of sound that we know
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音樂是我們所熟知
01:23
that affects our emotional state. (Albinoni's Adagio)
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最能影響人類情緒狀態的聲音形式(Albinoni 慢板)
01:25
This is guaranteed to make most of you feel pretty sad
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若我再播放下去
01:27
if I leave it on.
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你們一定會變得很憂傷
01:29
Music is not the only kind of sound, however, which affects your emotions.
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但是音樂並不是唯一可以影響你的情緒的聲音
01:32
Natural sound can do that too.
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自然界的聲音也有這種效果
01:34
Birdsong, for example, is a sound which most people
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舉例來說，鳥叫聲，大部分的人都覺得具有安慰的效果
01:36
find reassuring. (Birds chirping)
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(鳥鳴聲)
01:38
There is a reason for that. Over hundreds of thousands of years
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這是有原因的，自古以來我們就知道
01:40
we've learned that when the birds are singing, things are safe.
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若小鳥在鳴唱，就表示安全
01:43
It's when they stop you need to be worried.
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若叫聲停止了，你就該當心了
01:45
The third way in which sound affects you is cognitively.
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聲音影響我們的第三種方式是知覺上的
01:48
You can't understand two people talking at once ("If you're listening to this version of")
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若二個人同時講話，你就無法同時瞭解其內容(“若你聽這個聲音”)
01:50
("me you're on the wrong track.") or in this case one person talking twice.
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"你就離題了...”)或是像現在同一個人有二個聲音
01:52
Try and listen to the other one. ("You have to choose which me you're going to listen to.")
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(“你該聽另一個聲音”)你必須選擇你要聽哪一個聲音
01:55
We have a very small amount of bandwidth for processing auditory input,
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人腦處理聲音進入的頻寬很窄
01:58
which is why noise like this -- (Office noise) --
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所以像這種噪音(辦公室噪音)
02:00
is extremely damaging for productivity.
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絕對會破壞生產力
02:03
If you have to work in an open-plan office like this,
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若你是在沒有隔間的辦公室裡工作
02:06
your productivity is greatly reduced.
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你的生產力絕對很低
02:08
And whatever number you're thinking of, it probably isn't as bad as this.
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你無法想像生產力會低到什麼程度
02:11
(Ominous music)
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(預告聲)
02:15
You are one third as productive in open-plan offices as in quiet rooms.
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在沒有隔間的辦公室裡工作，生產力只有在安靜環境下的三分之一
02:18
And I have a tip for you. If you have to work in spaces like that,
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但有一個小方法可以改善這個問題，若你必須在這種環境裡工作
02:21
carry headphones with you, with a soothing sound like birdsong.
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就戴上耳機，播放鳥鳴聲等安慰人心的聲音
02:24
Put them on and your productivity goes back up to triple what it would be.
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你的生產力就會立刻提升三倍
02:27
The fourth way in which sound affects us is behaviorally.
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聲音影響我們的第四種方式是行為上的
02:31
With all that other stuff going on, it would be amazing
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當你聽到這麼多聲音
02:33
if our behavior didn't change.
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你的行為一定會改變
02:35
(Techno music inside a car) So, ask yourself: Is this person ever going to drive
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(車上的電子音樂聲)試著想想看：這個開車的人
02:37
at a steady 28 miles per hour? I don't think so.
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會不會只用28英哩的時速開車？我覺得不會
02:41
At the simplest, you move away from unpleasant sound
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最簡單的是，你會逃離不悅耳的聲音
02:44
and towards pleasant sounds.
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轉而尋找你喜歡的聲音
02:46
So if I were to play this -- (Jackhammer) --
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若我播放這個聲音(鑽地機聲音)
02:49
for more than a few seconds, you'd feel uncomfortable;
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只要放個幾秒，你就會覺得不舒服
02:51
for more than a few minutes, you'd be leaving the room in droves.
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若放上個幾分鐘，你就會想要逃離這個地方
02:54
For people who can't get away from noise like that,
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對那些無法避免這些噪音的人來說
02:56
it's extremely damaging for their health.
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這些聲音會嚴重損害他們的健康
02:58
And that's not the only thing that bad sound damages.
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這不是噪音唯一會破壞的事情
03:01
Most retail sound is inappropriate and accidental, and even hostile,
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大部分店家播放的音樂都不恰當，有些是隨機播放，有些還會製造敵對氣氛
03:04
and it has a dramatic effect on sales.
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這些都會嚴重影響銷售業績
03:07
For those of you who are retailers, you may want to look away
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若你們之中有人經營店家，你可能會不喜歡
03:09
before I show this slide.
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我所要播放的投影片
03:12
They are losing up to 30 percent of their business
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業績下滑了百分之三十
03:14
with people leaving shops faster, or just turning around on the door.
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只因為客戶很快就離開你的店，或是在門口就轉身走了
03:17
We all have done it, leaving the area
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我們都曾經匆促離開某個地方
03:19
because the sound in there is so dreadful.
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只因為那裡所播放的音樂太恐怖
03:22
I want to spend just a moment talking about
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我想花點時間來談談
03:24
the model that we've developed, which allows us to start at the top
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我們所開發出來的模型，從最上面開始
03:26
and look at the drivers of sound, analyze the soundscape
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是聲音的來源，接下來分析聲音的主軸
03:29
and then predict the four outcomes I've just talked about.
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再來預測我們剛才談到的四個影響層面
03:31
Or start at the bottom,
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或是從下面開始
03:33
and say what outcomes do we want,
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先想我們希望得到什麼效果
03:35
and then design a soundscape to have a desired effect.
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然後設計出我們想要的聲音
03:37
At last we've got some science we can apply.
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這是我們現在所使用的科學方法
03:39
And we're in the business of designing soundscapes.
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我們所從事的是聲音設計這個行業
03:42
Just a word on music. Music is the most powerful sound there is,
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再來談談音樂，音樂是最有影響力的聲音
03:45
often inappropriately deployed.
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但也最常被誤用
03:47
It's powerful for two reasons. You recognize it fast,
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音樂的影響力可從二方面觀察到，你可以很快就認出某些音樂
03:50
and you associate it very powerfully.
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也可以做出很多聯想
03:52
I'll give you two examples. (First chord of The Beatles' "A Hard Day's Night")
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讓我給你們二個範例(披頭四"A Hard Day's Night"第一個和弦)
03:55
Most of you recognize that immediately.
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大部分的人都可以立刻認出這個音樂
03:57
The younger, maybe not. (Laughter)
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年輕人可能就沒有那麼熟(笑聲)
04:00
(First two notes of "Jaws" theme) And most of you associate that with something!
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(電影大白鯊主題曲的前二個音)你們應該會聯想到什麼吧！
04:03
Now, those are one-second samples of music.
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這二個就是我要舉的例子
04:05
Music is very powerful. And unfortunately
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音樂具有很強的影響力
04:07
it's veneering commercial spaces, often inappropriately.
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但現在卻被許多商場錯誤使用
04:10
I hope that's going to change over the next few years.
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我希望在未來幾年內這種情形能有所改變
04:13
Let me just talk about brands for a moment,
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接下來談談品牌
04:15
because some of you run brands. Every brand is out there
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因為你們之中有些人經營某些品牌
04:17
making sound right now.
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現在每個品牌都有自己的聲音
04:19
There are eight expressions of a brand in sound.
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品牌的聲音有八種表情
04:21
They are all important. And every brand needs to have guidelines at the center.
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每一種都很重要，每一個品牌都應該瞭解如何使用這些聲音
04:24
I'm glad to say that is starting to happen now.
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我很高興現在已有品牌開始這樣做了
04:26
(Intel ad jingle)
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(Intel廣告聲)
04:29
You all recognize that one. (Nokia ringtone) This is the
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大家都認得出這個聲音(Nokia鈴聲)
04:31
most-played tune in the world today.
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這是現在世界上最常被播放的聲音
04:33
1.8 billion times a day, that tune is played.
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每天會播放18億次
04:37
And it cost Nokia absolutely nothing.
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而Nokia不必付出任何成本
04:40
Just leave you with four golden rules, for those of you who run businesses,
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我先告訴你們四個黃金原則
04:42
for commercial sound.
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這對企業經營者選擇聲音很重要
04:44
First, make it congruent,
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首先，聲音選擇要有一致性
04:46
pointing in the same direction as your visual communication.
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要和視覺廣告傳達出相同訊息
04:48
That increases impact by over 1,100 percent.
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這樣會提升廣告力度達百分之一千一百
04:51
If your sound is pointing the opposite direction, incongruent,
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若你選擇了相反的聲音，和視覺廣告不一致
04:55
you reduce impact by 86 percent.
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你的廣告力度會降低百分之八十六
04:57
That's an order of magnitude, up or down.
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這關乎廣告的強度，看你是要強或弱
04:59
This is important.
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這很重要
05:01
Secondly, make it appropriate to the situation.
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第二，要適合情境
05:04
Thirdly, make it valuable. Give people something with the sound.
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第三，要讓聲音產生價值，讓人們可以從這個聲音得到一些東西
05:06
Don't just bombard them with stuff.
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而不是只提供贈品而已
05:08
And, finally, test and test it again.
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最後，要不斷地測試
05:10
Sound is complex. There are many countervailing influences.
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聲音是很複雜的，聲音所產生的效果有些還會互相衝突
05:12
It can be a bit like a bowl of spaghetti:
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就像面對一碗義大利麵
05:14
sometimes you just have to eat it and see what happens.
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你得先吃了才知道
05:18
So I hope this talk has raised sound in your consciousness.
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我希望我的演說能讓你們瞭解聲音的影響力
05:20
If you're listening consciously,
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若你仔細聽
05:22
you can take control of the sound around you.
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你就可以控制周遭的聲音
05:24
It's good for your health. It's good for your productivity.
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對你的健康有幫助，也能提升你的生產力
05:26
If we all do that we move to a state
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如果我們大家都這麼做
05:28
that I like to think will be sound living in the world.
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這個世界的聲音就會活化起來
05:31
I'm going to leave you with a little bit more birdsong. (Birds chirping)
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我再播放一些鳥鳴叫聲(鳥鳴聲)
05:33
I recommend at least five minutes a day, but there is no maximum dose.
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我建議你們一天至少聽個五分鐘，至於上限，沒有限制
05:36
Thank you for lending me your ears today.
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謝謝你們
05:38
(Applause)
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(掌聲)
ABOUT THE SPEAKER
Julian Treasure - Sound consultantJulian Treasure studies sound and advises businesses on how best to use it.
Why you should listen
Julian Treasure is the chair of the Sound Agency, a firm that advises worldwide businesses -- offices, retailers, airports -- on how to design sound in their physical spaces and communication. He asks us to pay attention to the sounds that surround us. How do they make us feel: productive, stressed, energized, acquisitive?
Treasure is the author of the book Sound Business, a manual for effective sound use in every aspect of business. His most recent book, How to be Heard: Secrets for Powerful Speaking and Listening, based on his TED Talk, offers practical exercises to improve communication skills and an inspiring vision for a sonorous world of effective speaking, conscious listening and understanding. He speaks globally on this topic.
Julian Treasure | Speaker | TED.com