TEDGlobal 2009
Julian Treasure: The 4 ways sound affects us
Julian Treasure: De 4 måder hvorpå lyd påvirker os
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Ved at afspille både behagelige og forfærdelige lydeffekter, viser Julian Treasure hvordan lyd påvirker os på fire væsentlige måder. Lyt omhyggeligt efter en chokerende kendsgerning om støjende åbne kontorlandskaber.
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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I løbet af de næste fem minutter,
00:17
my intention is to transform your relationship with sound.
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er min intention at forandre Jeres forhold til lyd.
00:21
Let me start with the observation that most of the sound around us is accidental,
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Lad mig begynde med den observation, at det meste af den lyd der er omkring os er tilfældig,
00:24
and much of it is unpleasant. (Traffic noise)
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og meget af det er ubehageligt. (Trafik støj)
00:26
We stand on street corners, shouting over noise like this,
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Vi står på gadehjørner, at råbe over denne lyd,
00:28
and pretending that it doesn't exist.
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og lader som om den ikke findes.
00:31
Well, this habit of suppressing sound has meant that our
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Jamen, denne vane med at undertrykke lyd har betydet at vores
00:33
relationship with sound has become largely unconscious.
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forhold til lyd er i stor udstrækning ubevidst.
00:36
There are four major ways sound is affecting you all the time,
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Der er fire betydningsfulde måder hvorpå lyd hele tiden påvirker en,
00:39
and I'd like to raise them in your consciousness today.
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og jeg vil gerne trække dem op i jeres bevidsthed i dag.
00:42
First is physiological. (Loud alarm clocks)
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Den første er fysiologisk. (Høj alarm klokke)
00:47
Sorry about that. I've just given you a shot of cortisol, your fight/flight hormone.
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Undskyld. Jeg har lige givet Jer et skud kortisol, ens kæmp/flygt hormon.
00:50
Sounds are affecting your hormone secretions all the time,
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Lyde påvirker ens hormonudskillelse hele tiden,
00:53
but also your breathing, your heart rate -- which I just also did --
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men også ens vejrtrækning, ens hjerterytme -- som jeg også lige gjorde --
00:56
and your brainwaves.
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og ens hjernebølger.
00:58
It's not just unpleasant sounds like that that do it.
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Det er ikke kun de ubehagelige lyde som den der gør det.
01:00
This is surf. (Ocean waves)
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Dette er brændingen. (Ocean bølger)
01:02
It has the frequency of roughly 12 cycles per minute.
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Den har en frekvens på cirka 12 cykluser per minut.
01:04
Most people find that very soothing,
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De fleste mennesker synes det er meget beroligende,
01:06
and, interestingly, 12 cycles per minute
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og, interessant nok, 12 cykluser på minut
01:08
is roughly the frequency of the breathing of a sleeping human.
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er cirka den samme frekvens, som det sovende menneskes vejrtrækning.
01:11
There is a deep resonance with being at rest.
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Der er en dyb resonans ved at hvile.
01:13
We also associate it with being stress-free
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Vi associerer den med at være fri af stress
01:15
and on holiday.
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og på ferie.
01:17
The second way in which sound affects you is psychological.
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Den anden måde hvorpå lyd påvirker os, er psykologisk.
01:20
Music is the most powerful form of sound that we know
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Musik er den mest kraftige form for lyd vi kender til
01:23
that affects our emotional state. (Albinoni's Adagio)
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som påvirker vores følelsesmæssige tilstand. (Albinonis Adagio)
01:25
This is guaranteed to make most of you feel pretty sad
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Dette er gør med garanti de fleste af jer kede af det
01:27
if I leave it on.
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hvis jeg lader det være tændt.
01:29
Music is not the only kind of sound, however, which affects your emotions.
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Musik er dog ikke den eneste slags lyd, der påvirker vores følelser.
01:32
Natural sound can do that too.
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Naturlig lyd kan også gøre det.
01:34
Birdsong, for example, is a sound which most people
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Fuglesang, for eksempel, er en lyd som de fleste mennesker
01:36
find reassuring. (Birds chirping)
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finder beroligende. (Fugle kvidren)
01:38
There is a reason for that. Over hundreds of thousands of years
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Det er der en grund til. I løbet af hundredetusinder af år
01:40
we've learned that when the birds are singing, things are safe.
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har vi lært at når fugle synger, er alt sikkert.
01:43
It's when they stop you need to be worried.
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Det er når de stopper at man skal være bekymret.
01:45
The third way in which sound affects you is cognitively.
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Den tredje måde hvorpå lyd påvirker en er kognitivt.
01:48
You can't understand two people talking at once ("If you're listening to this version of")
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Man kan ikke forstå to mennesker der snakker på en gang ("Hvis du lytter til denne version af")
01:50
("me you're on the wrong track.") or in this case one person talking twice.
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("mig, er du på det forkerte spor") eller i dette tilfælde en person der snakker to gange.
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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Prøv at lytte til den anden. ("Du skal vælge hvilken mig du vil lytte til.")
01:55
We have a very small amount of bandwidth for processing auditory input,
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Vi har en meget lille mængde båndbredde til at behandle auditive input,
01:58
which is why noise like this -- (Office noise) --
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hvilket er grunden til at larm som dette -- (Kontor larm) --
02:00
is extremely damaging for productivity.
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er utrolig skadelig for produktiviteten.
02:03
If you have to work in an open-plan office like this,
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Hvis man skal arbejde i et åbent kontormiljø ligesom dette,
02:06
your productivity is greatly reduced.
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bliver ens produktivitet reduceret meget.
02:08
And whatever number you're thinking of, it probably isn't as bad as this.
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Og uanset hvilket nummer man tænker på, er det nok ikke så slemt som dette.
02:11
(Ominous music)
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(Faretruende musik)
02:15
You are one third as productive in open-plan offices as in quiet rooms.
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Man er en tredjedel så produktiv i et åbent kontormiljø, som man er i stille rum.
02:18
And I have a tip for you. If you have to work in spaces like that,
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Og jeg har et tip til dig. Hvis du skal arbejde i lokaler som dette,
02:21
carry headphones with you, with a soothing sound like birdsong.
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hav hovedtelefoner med, med en beroligende lyd ligesom fuglesang.
02:24
Put them on and your productivity goes back up to triple what it would be.
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Tag dem på og ens produktivitet kommer tilbage på det tredobbelte af hvad det ville være.
02:27
The fourth way in which sound affects us is behaviorally.
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Den fjerde måde hvorpå lyd påvirker os er adfærdsmæssigt.
02:31
With all that other stuff going on, it would be amazing
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Med alle de ting der sker, ville det være utroligt
02:33
if our behavior didn't change.
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hvis vores adfærd ikke ændrer sig.
02:35
(Techno music inside a car) So, ask yourself: Is this person ever going to drive
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(Tekno musik i en bil) Så, spørg dig selv: Vil denne person nogensinde køre
02:37
at a steady 28 miles per hour? I don't think so.
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en jævn fart på 45 kilometer i timen? Det tror jeg ikke.
02:41
At the simplest, you move away from unpleasant sound
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man flytter sig væk fra ubehagelig lyd
02:44
and towards pleasant sounds.
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og tættere på behagelig lyd.
02:46
So if I were to play this -- (Jackhammer) --
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Så hvis jeg afspiller dette -- (Trykluftsbor) --
02:49
for more than a few seconds, you'd feel uncomfortable;
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i mere end et par sekunder, føler man ubehag;
02:51
for more than a few minutes, you'd be leaving the room in droves.
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i mere end et par minutter, ville I forlade rummet i hobetal.
02:54
For people who can't get away from noise like that,
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For mennesker der ikke kan komme væk fra sådan en larm,
02:56
it's extremely damaging for their health.
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er det utrolig skadeligt for helbredet.
02:58
And that's not the only thing that bad sound damages.
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Og det er ikke den eneste ting som dårlig lyd skader.
03:01
Most retail sound is inappropriate and accidental, and even hostile,
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Det meste lyd er upassende og utilsigtet, og selv fjendtlig,
03:04
and it has a dramatic effect on sales.
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og det har en dramatisk effekt på salg.
03:07
For those of you who are retailers, you may want to look away
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For de af jer der er sælgere, I vil måske kigge væk
03:09
before I show this slide.
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for jeg viser denne slide.
03:12
They are losing up to 30 percent of their business
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De taber op til 30 procent af deres salg
03:14
with people leaving shops faster, or just turning around on the door.
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på grund af mennesker der forlader butikken hurtigere, eller bare vender rundt i døren.
03:17
We all have done it, leaving the area
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Vi har alle gjort det, forlade området
03:19
because the sound in there is so dreadful.
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fordi lyder derinde er så forfærdelig.
03:22
I want to spend just a moment talking about
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Jeg vil gerne bruge et øjeblik på at tale om
03:24
the model that we've developed, which allows us to start at the top
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den model vi har udviklet, som tillader os at starte på toppen
03:26
and look at the drivers of sound, analyze the soundscape
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og se på drivværket bag lyd, analyserer den lyd der kommer fra omgivelserne
03:29
and then predict the four outcomes I've just talked about.
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og så forudsige de fire resultater som jeg lige har talt om.
03:31
Or start at the bottom,
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Eller start fra bunden,
03:33
and say what outcomes do we want,
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og sig hvilket resultat man vil have,
03:35
and then design a soundscape to have a desired effect.
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og så designe en omgivende lyd til at få det ønskede resultat.
03:37
At last we've got some science we can apply.
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Endelig har vi noget videnskab vi kan anvende.
03:39
And we're in the business of designing soundscapes.
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Og vi er i den branche der designer lyde fra omgivelserne.
03:42
Just a word on music. Music is the most powerful sound there is,
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Bare et par ord om musik. Musik er den mest kraftfulde lyd der er,
03:45
often inappropriately deployed.
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ofte brugt uhensigtsmæssigt.
03:47
It's powerful for two reasons. You recognize it fast,
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Det er kraftfuldt på grund af to ting. Man lægger hurtigt mærke til det,
03:50
and you associate it very powerfully.
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og man associerer det meget kraftigt.
03:52
I'll give you two examples. (First chord of The Beatles' "A Hard Day's Night")
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Jeg vil give Jer to eksempler. (Første akkord af The Beatles "A Hard Days Night")
03:55
Most of you recognize that immediately.
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De fleste af jer genkender det med det samme.
03:57
The younger, maybe not. (Laughter)
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De yngre, måske ikke. (Latter)
04:00
(First two notes of "Jaws" theme) And most of you associate that with something!
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(Første to toner af "Dødens Gab" temaet) Og de fleste af jer associerer det med noget!
04:03
Now, those are one-second samples of music.
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Nuvel, dette er en-sekunders eksempler på musik.
04:05
Music is very powerful. And unfortunately
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Musik er meget kraftfuldt. Og uheldigvis
04:07
it's veneering commercial spaces, often inappropriately.
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indtager det det kommercielle rum, tit uhensigtsmæssigt.
04:10
I hope that's going to change over the next few years.
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Jeg håber det vil ændre sig i løbet af de næste par år.
04:13
Let me just talk about brands for a moment,
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Lad mig lige tale om brands et øjeblik,
04:15
because some of you run brands. Every brand is out there
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fordi nogle af jer har brands. Hvert brand er derude lige nu
04:17
making sound right now.
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og laver en lyd lige nu.
04:19
There are eight expressions of a brand in sound.
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Der er otte ytringer af et brand i lyd.
04:21
They are all important. And every brand needs to have guidelines at the center.
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De er alle vigtige. Og hvert brand har brug for retningslinjer i midten.
04:24
I'm glad to say that is starting to happen now.
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Jeg er glad for at kunne sige, at det begynder at ske nu.
04:26
(Intel ad jingle)
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(Intel reklame jingle)
04:29
You all recognize that one. (Nokia ringtone) This is the
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I kan alle genkende den. (Nokia ringetone) Dette er den
04:31
most-played tune in the world today.
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mest afspillede melodi i verden i dag.
04:33
1.8 billion times a day, that tune is played.
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1.8 milliarder gange om dagen, bliver den melodi spillet.
04:37
And it cost Nokia absolutely nothing.
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Og det koster Nokia absolut ingenting.
04:40
Just leave you with four golden rules, for those of you who run businesses,
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Jeg forlader jer med fire gyldne regler, for de af jer der har en virksomhed,
04:42
for commercial sound.
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for kommerciel lyd.
04:44
First, make it congruent,
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For det første, gør den overensstemmende,
04:46
pointing in the same direction as your visual communication.
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så den peger i samme retning som ens visuelle kommunikation.
04:48
That increases impact by over 1,100 percent.
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Det forøger gennemslagskraften med over 1.100 procent.
04:51
If your sound is pointing the opposite direction, incongruent,
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Hvis ens lyd peger i den modsatte retning, selvmodsigende,
04:55
you reduce impact by 86 percent.
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reducerer man gennemslagskraften med 86 procent.
04:57
That's an order of magnitude, up or down.
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Det er en størrelsesorden, op eller ned.
04:59
This is important.
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Dette er vigtigt.
05:01
Secondly, make it appropriate to the situation.
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For det andet, gør den passende til situationen.
05:04
Thirdly, make it valuable. Give people something with the sound.
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For det tredje, gør den værdifuld. Giv mennesker noget med lyden.
05:06
Don't just bombard them with stuff.
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Bombarder dem ikke bare med ting.
05:08
And, finally, test and test it again.
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Og, sidst, test og test det igen.
05:10
Sound is complex. There are many countervailing influences.
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Lyd er kompleks. Der er mange modvirkende indflydelser.
05:12
It can be a bit like a bowl of spaghetti:
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Det kan være lidt ligesom en skål spaghetti:
05:14
sometimes you just have to eat it and see what happens.
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sommetider må man bare spise det og se hvad der sker.
05:18
So I hope this talk has raised sound in your consciousness.
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Så jeg håber dette foredrag har højnet lyd i jeres bevidsthed.
05:20
If you're listening consciously,
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Hvis man lytter bevidst,
05:22
you can take control of the sound around you.
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kan man tage kontrol over lydene omkring en.
05:24
It's good for your health. It's good for your productivity.
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Det er godt for ens helbred. Det er godt for ens produktivitet.
05:26
If we all do that we move to a state
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Hvis vi alle gøre det, flytter vi til en tilstand
05:28
that I like to think will be sound living in the world.
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som jeg kan lide at tænke på som lyd der lever i verden.
05:31
I'm going to leave you with a little bit more birdsong. (Birds chirping)
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Jeg vil efterlade Jer med en lille smule mere fuglesang. (Fugle kvidrer)
05:33
I recommend at least five minutes a day, but there is no maximum dose.
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Jeg anbefaler minimum fem minutter om dagen, men der er ikke nogen maksimum dosis.
05:36
Thank you for lending me your ears today.
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Tak for at låne mig jeres ører i dag.
05:38
(Applause)
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(Bifald)
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