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" You or I never buy an Intel product explicitly, and yet their sonic logo is far better known and more powerful than its visual equivalent. It's probably worth hundreds of millions of dollars. "

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" Intention is very important in sound, in listening. When I married my wife, I promised her I would listen to her every day as if for the first time. Now that's something I fall short of on a daily basis. "

Julian Treasure

Day

Time

Listening

" Sound is complex; there are many countervailing influences. It can be a bit like a bowl of spaghetti: sometimes you just have to eat it and see what happens. "

Julian Treasure

You

Eat

" For the great speakers, it's all about the audience. And the feeling they have is that they're giving a gift, of maybe knowledge or inspiration or motivation. "

" It's time architects start designing for our ears as well as our eyes. "

" The human voice: It's the instrument we all play. It's the most powerful sound in the world, probably. It's the only one that can start a war or say 'I love you.' And yet many people have the experience that when they speak, people don't listen to them. "

" I'm totally obsessed with sound. It's my life. "

" We experience every space in five senses, so it's strange that architects design just for the eyes. "

" If you put music on top of noise, it's like putting icing on top of mud; it might look like a cake, but it doesn't taste like one. "

" Conscious listening is very largely overlooked in the mainstream of education. It's such an important skill in life. And yet we expect children to pick it up from home or from peers informally. "

" Sadly, piped music in so many public spaces is often just more noise. Rarely is it carefully designed to enhance our experience; much more likely it is there because retailers have subscribed to an incorrect view that music makes people spend more. "

Julian Treasure

Music

Experience

" It is a mistake to assume that everyone listens like you do: your listening is as unique as your fingerprints, and so is everyone else's. "

Julian Treasure

Unique

You

" It's an interesting door opening, this use of sonic signalling - using sound to alert us in a more subtle way than a beep. "

" Sound in a space affects us profoundly. It changes our heart rate, breathing, hormone secretion, brain waves. It affects our emotions and our cognition. "

Julian Treasure

Heart

Space

" You can't truly listen to someone and do anything else at the same time. "

" A sonic logo on its own isn't going to do very much. We get frustrated with smaller brands who come to us and say, 'We need a bing-bong'. You just can't encapsulate a brand for £500 in a three-second sound. It doesn't work. "

" Sound changes moods, yet most of the sound around us is unplanned. "

Julian Treasure

Changes

Moods

" Sound affects us physiologically, psychologically, cognitively, and behaviorally all the time. The sound around us is affecting us even though we're not conscious of it. "

Julian Treasure

Sound

Time

" Ears are made not for hearing but for listening. Listening is an active skill, whereas hearing is passive. Listening is something that we have to work at - it's a relationship with sound. And yet, it's a skill that none of us are taught. "

" If you want to be listened to, the first step is to listen well yourself. "

" Every individual's listening is as unique as his or her fingerprints because we all listen through filters that develop from our personal mix of culture, language, values, beliefs, attitudes, expectations and intentions. That is why one person's musical taste is another person's hideous noise. "

" You are one-third as productive in open-plan offices as in quiet rooms. I have a tip for you: if you work in spaces like that, carry headphones with you, with a soothing sound like birdsong. Put them on, and your productivity goes back up to triple what it would be. "

" The desire to be right can be very destructive in relationships. "

" We move through soundscapes all the time, and most of them are accidental - a by-product. Most retail soundscapes are accidental, incongruent with the brands, and mostly hostile. "

" I often go into shops and ask them to turn the music down. "

Julian Treasure

Turn

Down

" Listening is an activity. It's not passive. We are creating the world by listening all the time. "

" We have the capacity for about 1.6 human conversations, so if you're listening to one conversation particularly, you're only left with 0.6 for your inner voice that helps you write. "

" We vote for politicians with lower voices, it's true, because we associate depth with power and with authority. "

" Unlike so many other sounds, there's no maximum exposure to birdsong. "

" I've heard many reports of police attending scenes of domestic violence where they've had to turn off music and televisions and radios. Noise tends to drive us a bit crazy. "

" In the U.K., architects train for five years, and they spend one day on sound. "