The semantic expression space of UX sounds at the level of brandidentity in product communication

Summa

Our Intention

We set out to explore whether UX sounds can communicate brand identity in a meaningful and measurable way. While sound is increasingly used in products, interfaces and services, there is still little shared language and few validated tools for describing which brand qualities a sound should express — and whether users actually perceive them that way.

What we found

Our research shows that UX sounds do communicate brand character. By combining expert terminology with consumer listening studies, we found that brand-related sound meaning can be described through seven robust perceptual dimensions: Sophistication, Positivity, Progressiveness, Dominance, Solidity, Purity and Playfulness. These dimensions capture how people consistently interpret the character of sounds across products and contexts.

Outlook

This work provides a foundation for evidence-based UX sound design. It enables teams to define, discuss and evaluate intended brand expression more precisely — and opens a path toward predictive and AI-supported tools that help create sounds aligned with a desired brand identity.

Furthermore, we now offer a standardized measurement tool that helps determine whether your product sound design truly reflects your brand values.