Non-Visual Communication: What's your web site saying?

This entry is the opinion of the writer and it is the writer's alone.

Audio on the internet has generally been an after thought. From over-used midi loops to badly compressed, royalty-free sound effects, audio is an abused, non-visual design element.

Originally, when I started this entry, I wanted to showcase, well... the good, bad, and you get the point. However, while searching around on the internet it became wicked-clear to me that only a handful of industry-specific sites actually care about the soundscape they are creating. My hat goes off to you all in the gaming, movie, education and journalism industries.

Now for the rest of you. Lets talk. I know audio is not meant for everyone, however audio is not by the same token excluding anyone. By this I mean you can have your corporate, non-profit, hibbity hubbity website and with just a few well thought out audio bits create a non-visual level of communication with your user that will only enhance the experience. Do note "well thought out audio". Those same audio triggers if linked to some canned audio effect will decrease the user experience.

How can you tell if its enhancing the experience? For starters when your testing the site do you turn off your audio? That's a biggie, but it should not be your only case study.
Here are a few points to start with:

Who is your target audience?
Why am I adding audio?
What is the audio communicating?
What is the audios purpose?
How does it all mix?
Is your soundscape harmonious?
When you test the web site how do your users respond?

Now I've given you a bunch of questions to answer a question (nice of me right? :P). What you should be able to find out from these questions is if the audio is right to use or not.

Say your selling adult diapers and you want to use an electronic trance loop. If you ask yourself these questions you will have a pretty good idea if this audio will work best for you.

Would this loop appeal to an older audience who can no longer depend on their bladder.
Would this loop communicate that they have found a discrete, caring and professional company that wants to help them remedy their situation.
Would this loop currently have any purpose in this situation.

Etc. ... I take it you get the point.

With a little bit of forethought and planning, you to can make good non-visual design calls.

Now I'm sure I'm going to hear some grumbling about; not enough money in the budget, no one on staff that knows how to make, find or compress audio for the web, or "my personal favorite the boss told me to add some audio so I did". All of these situations are avoidable but again its all focused around a little bit of forethought and planning.

In conclusion, treat audio like any other element of communication content and think about what its communicating before you add it.

Keep smiling