TEDGlobal 2009
Julian Treasure: The 4 ways sound affects us
Julian Treasure: 4种声音影响我们的方式
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声音有愉悦的也有刺耳的，Julian Treasure给我们展示了声音4种影响着我们的方式。仔细听，你将会发现有关我们开放式的、嘈杂办公室的一些令人惊讶的事实。
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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在接下来的5分钟里
00:17
my intention is to transform your relationship with sound.
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我想把你们与声音的关系作个转变
00:21
Let me start with the observation that most of the sound around us is accidental,
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首先，请允许我以这样的观察开始，我发现大多数围绕我们的声音是偶然性的。
00:24
and much of it is unpleasant. (Traffic noise)
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并且许多声音也是不愉悦的。（交通的噪音）
00:26
We stand on street corners, shouting over noise like this,
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我们站在街巷的角落，像这样盖过噪音来说话，
00:28
and pretending that it doesn't exist.
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就当那噪音不存在一样。
00:31
Well, this habit of suppressing sound has meant that our
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好，这样一种压制其他声音的习惯意味着我们
00:33
relationship with sound has become largely unconscious.
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与声音的关系变得更无意识了
00:36
There are four major ways sound is affecting you all the time,
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声音通过这样4种主要的方式一直影响着你们
00:39
and I'd like to raise them in your consciousness today.
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而今天我想唤起你们对于声音的知觉。
00:42
First is physiological. (Loud alarm clocks)
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首先声音是生理的。（闹铃声）
00:47
Sorry about that. I've just given you a shot of cortisol, your fight/flight hormone.
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（对刚才突然的声音表示）抱歉。我刚给了你们一记皮质醇（荷尔蒙)你们的的冲击，
00:50
Sounds are affecting your hormone secretions all the time,
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这样的声音一直影响着你们的荷尔蒙分泌物，
00:53
but also your breathing, your heart rate -- which I just also did --
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但同时你们的呼吸，你们的心跳频率，就像我刚才那样
00:56
and your brainwaves.
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还有你们的脑电波
00:58
It's not just unpleasant sounds like that that do it.
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对它们而言这声音不仅仅是不愉悦。
01:00
This is surf. (Ocean waves)
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这是拍岸浪花的声音（大海的波）
01:02
It has the frequency of roughly 12 cycles per minute.
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它有着大约每分钟12转的频率
01:04
Most people find that very soothing,
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许多人觉得那声音非常抚慰人心的，
01:06
and, interestingly, 12 cycles per minute
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而，有趣的是，12转每分钟的频率
01:08
is roughly the frequency of the breathing of a sleeping human.
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恰巧是一个沉睡着的人的呼吸频率,
01:11
There is a deep resonance with being at rest.
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从而形成了这样一种与人类休息时的共鸣。
01:13
We also associate it with being stress-free
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我们也将此与其他的状态联系起来：比如没有压力的时候，
01:15
and on holiday.
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又如放假之时。
01:17
The second way in which sound affects you is psychological.
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第二种声音影响你们方式是心理上的。
01:20
Music is the most powerful form of sound that we know
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音乐是我们所知道的最能
01:23
that affects our emotional state. (Albinoni's Adagio)
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影响着我们情绪的一种声音表现形式。（悠缓小提琴）
01:25
This is guaranteed to make most of you feel pretty sad
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这样的声音一定会让你们都感到有些伤感
01:27
if I leave it on.
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如果我一直放下去。
01:29
Music is not the only kind of sound, however, which affects your emotions.
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然而，音乐并不是唯一的一种影响着你们情绪的声音形式。
01:32
Natural sound can do that too.
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自然之音亦有此效。
01:34
Birdsong, for example, is a sound which most people
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比如鸟鸣，这种声音对于大多数人而言
01:36
find reassuring. (Birds chirping)
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都是一种安慰。（鸟鸣）
01:38
There is a reason for that. Over hundreds of thousands of years
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这正是在经历了成百上千年
01:40
we've learned that when the birds are singing, things are safe.
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我们认识到鸟的歌声是安全的表现的原因。
01:43
It's when they stop you need to be worried.
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而当它们停下也就是你们需要担心的时候了。
01:45
The third way in which sound affects you is cognitively.
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第三种声音影响着你们的方式是认知性的。
01:48
You can't understand two people talking at once ("If you're listening to this version of")
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你不会同时理解两个人在同时说话（“如果你在听这个版本”）
01:50
("me you're on the wrong track.") or in this case one person talking twice.
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（“的我你就在错误的音轨上了”）或者在这种情况下一个人说话两次。
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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尝试听另一个人（“你们要决定你们到底听哪一个”）
01:55
We have a very small amount of bandwidth for processing auditory input,
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我们大脑只有很小一部分可以带宽可以用来处理声像的输入
01:58
which is why noise like this -- (Office noise) --
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这正是为什么如（办公室里）这样的闹声
02:00
is extremely damaging for productivity.
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对于生产力有着如此巨大的破坏力
02:03
If you have to work in an open-plan office like this,
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如果你要在这样一个公开的办公室里工作，
02:06
your productivity is greatly reduced.
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你的效率就大打折扣了。
02:08
And whatever number you're thinking of, it probably isn't as bad as this.
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并且无论你在想着怎样的数字，也许并不会像这样糟糕。
02:11
(Ominous music)
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(有预示作用的音乐）
02:15
You are one third as productive in open-plan offices as in quiet rooms.
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你在一个开放式的办公室里面的效率是安静的房间内的三分之一。
02:18
And I have a tip for you. If you have to work in spaces like that,
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那让我给你个小建议吧。如果你需要在那样的开放环境下工作，
02:21
carry headphones with you, with a soothing sound like birdsong.
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带上你的耳机，和如鸟鸣般和谐的音乐。
02:24
Put them on and your productivity goes back up to triple what it would be.
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在你工作的时候带上耳机，你的效率变会恢复三倍变为它本来的样子。
02:27
The fourth way in which sound affects us is behaviorally.
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第四种声音影响你的方式是通过行为的
02:31
With all that other stuff going on, it would be amazing
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当周围有声音的时候，如果我们的行为完全不变，
02:33
if our behavior didn't change.
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那将会是一件令人惊讶的事情了。
02:35
(Techno music inside a car) So, ask yourself: Is this person ever going to drive
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（♫在车里的枯燥的声音）所以，问问你自己吧：这人是不是准备就
02:37
at a steady 28 miles per hour? I don't think so.
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一直用28英里每小时的速度开下去？我不这么认为。
02:41
At the simplest, you move away from unpleasant sound
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用最简单的方式说，你会离开不舒服的声音
02:44
and towards pleasant sounds.
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并前往和谐的声音。
02:46
So if I were to play this -- (Jackhammer) --
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所以如果我们播放这个声音-（手提钻）-
02:49
for more than a few seconds, you'd feel uncomfortable;
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过不了几秒，你们觉得不舒服了吧；
02:51
for more than a few minutes, you'd be leaving the room in droves.
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过不了几分钟，你们会成群结队离开这里。
02:54
For people who can't get away from noise like that,
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因为人们不能摆脱这样的噪声，
02:56
it's extremely damaging for their health.
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对于他们的身体也是极大的伤害。
02:58
And that's not the only thing that bad sound damages.
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而且那并不是噪音唯一破坏的
03:01
Most retail sound is inappropriate and accidental, and even hostile,
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大多数零售商发出的声音是不正确的，随意性的，甚至是带有敌意的。
03:04
and it has a dramatic effect on sales.
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并且对于销量也有着巨大的影响作用。
03:07
For those of you who are retailers, you may want to look away
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对于你们其中这些零售商，在我展示这些画面前，
03:09
before I show this slide.
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你们或许不想再看。
03:12
They are losing up to 30 percent of their business
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这些声音使得生意少去了百分之三十
03:14
with people leaving shops faster, or just turning around on the door.
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人们加快步伐离开商店，或者只是在门口望一望。
03:17
We all have done it, leaving the area
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我们都做过这样的事情，离开那片地域
03:19
because the sound in there is so dreadful.
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只因为那里的声音太令人不快乐。
03:22
I want to spend just a moment talking about
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我想只花一点点时间来谈论
03:24
the model that we've developed, which allows us to start at the top
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我们所发展而来的那个模型，那个允许我们从高处开始的模型
03:26
and look at the drivers of sound, analyze the soundscape
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看一下那司机的声音，分析下声音的范围，
03:29
and then predict the four outcomes I've just talked about.
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然后预测一下我刚才所说的四种结果。
03:31
Or start at the bottom,
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或者按下按钮，
03:33
and say what outcomes do we want,
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并说说我们希望怎样的结果，
03:35
and then design a soundscape to have a desired effect.
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然后设计一个产生效果的声音范围
03:37
At last we've got some science we can apply.
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最终我们得到了我们可以应用的一些科学。
03:39
And we're in the business of designing soundscapes.
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我们在设计声音范围的一场生意中。
03:42
Just a word on music. Music is the most powerful sound there is,
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关于音乐就说一句。音乐是最有威力的一种声音
03:45
often inappropriately deployed.
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但它经常被错误地利用。
03:47
It's powerful for two reasons. You recognize it fast,
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因为有两个原因使其强大。首先你很快认出了它
03:50
and you associate it very powerfully.
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然后你展开了疯狂的联想。
03:52
I'll give you two examples. (First chord of The Beatles' "A Hard Day's Night")
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我来给你两个例子（甲壳虫的音乐“A HARD DAY'S NIGHT”的第一个和弦）
03:55
Most of you recognize that immediately.
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你们中大多数的人马上就认出了这调
03:57
The younger, maybe not. (Laughter)
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年轻人，也许没有认出吧（笑）
04:00
(First two notes of "Jaws" theme) And most of you associate that with something!
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（"Jaws"主题的前两个音符）大多数人会联系到什么吧！
04:03
Now, those are one-second samples of music.
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现在，这些都是一秒的音乐的样品。
04:05
Music is very powerful. And unfortunately
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音乐很强大。但是不幸的是
04:07
it's veneering commercial spaces, often inappropriately.
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音乐总是为一些用来装饰那些不适合的商业场合。
04:10
I hope that's going to change over the next few years.
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我希望在未来几年有些变化
04:13
Let me just talk about brands for a moment,
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让我们先谈论一会儿商标品牌，
04:15
because some of you run brands. Every brand is out there
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因为你们中有些事经营品牌企业的。所有的品牌如今
04:17
making sound right now.
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都要有自己的主题音乐。
04:19
There are eight expressions of a brand in sound.
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在品牌声音中有8种表现方式。
04:21
They are all important. And every brand needs to have guidelines at the center.
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他们都很重要。并且所有的品牌都需要把自己的准则放在中心地位。
04:24
I'm glad to say that is starting to happen now.
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我很高兴地表示现在这一切就要发生了。
04:26
(Intel ad jingle)
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（因特尔广告的叮当声）
04:29
You all recognize that one. (Nokia ringtone) This is the
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你们都认得出那个声音。（诺基亚铃声）这个是
04:31
most-played tune in the world today.
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如今世界上被播放最多的调子了。
04:33
1.8 billion times a day, that tune is played.
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这个铃声每天被播放18亿次。
04:37
And it cost Nokia absolutely nothing.
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并且对于诺基亚而言他们什么也没花什么钱。
04:40
Just leave you with four golden rules, for those of you who run businesses,
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这就给你们这些经商的人留下了四条黄金法则，
04:42
for commercial sound.
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关于商业音调。
04:44
First, make it congruent,
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首先，有一致性，
04:46
pointing in the same direction as your visual communication.
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和你们的视觉画面要达到相同方向的沟通效果
04:48
That increases impact by over 1,100 percent.
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这大概能增加百分之1100的影响力。
04:51
If your sound is pointing the opposite direction, incongruent,
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如果你那声音和画面不一致，指向相反方向，
04:55
you reduce impact by 86 percent.
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你会减少百分之86的魅力
04:57
That's an order of magnitude, up or down.
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那是上下数量级的差别啊
04:59
This is important.
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这非常重要
05:01
Secondly, make it appropriate to the situation.
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其二 ，将其变得适合场景
05:04
Thirdly, make it valuable. Give people something with the sound.
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第三，使其有用。给人们一些除了声音之外的东西
05:06
Don't just bombard them with stuff.
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不要仅仅用声音来砌合事物
05:08
And, finally, test and test it again.
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最后，反复反复的测试
05:10
Sound is complex. There are many countervailing influences.
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声音很复杂。有许多抵消的作用。
05:12
It can be a bit like a bowl of spaghetti:
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就如一大碗通心粉：
05:14
sometimes you just have to eat it and see what happens.
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有时候你得吃了它才知道会发生什么。
05:18
So I hope this talk has raised sound in your consciousness.
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所以我希望这个关于声音的演讲可以提升你的意识
05:20
If you're listening consciously,
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如果你用心听，
05:22
you can take control of the sound around you.
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你可以控制自己周围的声音
05:24
It's good for your health. It's good for your productivity.
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这对你的身体有好处。这对你的效率也有好处。
05:26
If we all do that we move to a state
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如果我们都那么做，我们就进入了
05:28
that I like to think will be sound living in the world.
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一个在世上听上去存在的境界
05:31
I'm going to leave you with a little bit more birdsong. (Birds chirping)
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我会给你们留下更多的一些些鸟鸣之歌。（鸟鸣叫）
05:33
I recommend at least five minutes a day, but there is no maximum dose.
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我推荐你们每天至少听5分钟，但是没有上限
05:36
Thank you for lending me your ears today.
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谢谢你们今天借给了我你们的耳朵。
05:38
(Applause)
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（掌声）
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