Sound often plays second fiddle to visuals. Yet, research shows that audio quality profoundly shapes trust, memorability, engagement, and ultimately purchase decisions.
"Sound isn’t just an accessory—it’s a psychological driver. Research consistently shows that high-quality audio signals professionalism, builds trust within seconds, and directly influences how long people engage and whether they act. Clarity isn’t a luxury—it’s conversion." — Travis W, Lead Sound Engineer & CEO at MWR Studios.
Did you know that event organizers see up to a 19% drop in perceived speaker credibility when audio quality is low? Listeners rate speakers as less intelligent and reliable even if the content is identical. Erin J. Newman and Norbert Schwarz, both from the University of Southern California, conducted a case study, "How Audio Quality Influences Perceptions of the Research and Researcher”, which found that poor audio quality undermines credibility.
Conversely, hard-to-decipher sound subconsciously creates distrust, highlighting that processing fluency is yet another cause of why audio quality matters for trust & credibility.
“When sound is muddy, unclear, or poorly mixed, the brain has to work harder to decode it—and that friction erodes trust. We call it ‘processing fluency.’ If your message isn’t easy to hear, it won’t be easy to believe. Audio quality isn’t just about aesthetics—it’s about credibility,” states Travis.
It boils down to this: Clear professional audio signals competence and reinforces listener trust in your message. But this is just the start, so when diving deeper, it’s essential to understand that sound can also be a cognitive trigger.
Well-crafted audio embeds your message in memory, fosters emotion, and can subtly influence behavior. Based on key findings, audio boosts, emotional immersion, and ambient music all play a key role in buying decisions.
Tone, age, and gender of voice talent also matter because well-chosen voice characteristics increase persuasion and trust. With a recent study on voice assistants by Sabid Bin and Donald Williamson, participants responded more positively—and were more persuaded—by voices with positive or neutral tones, particularly middle-aged male or younger female voices.
Travis clarifies, “The human brain is wired to respond to certain vocal tones with unconscious ease. Research shows that middle-aged male voices and younger female voices—especially when delivered with warmth or neutrality—tend to score highest in trust and relatability. It’s not just what you say; it’s how your voice feels to the listener. But it’s also not just about age or gender—it’s about tonal clarity, pacing, and presence. Even older voices can convey immense authority and warmth when properly engineered. The magic is in how the sound is shaped.”
But again, that is just the start, as vocal tone impacts trust too. A neutral or warm tone enhances perceived attractiveness and reliability of voice agents in decision-making according to a study by Voices, but so does the design of the brand.
Did you know that intelligent sound design reinforces brand values and can elevate perceived quality across touchpoints? Here are several elements merged with sound:
Let’s try something, click on the video below and close your eyes.
Did you feel connected to the waves? Did those sounds make you think of the ocean and traveling?
Now, click it again but this time with your eyes open…
Totally different message, right? However, if we were to take that exact track, blend it with the right message, and apply it to a specific brand it would reinforce the strategy and elevate the touchpoints to the real goals.
Let’s try again, but this time we will use a similar concept message and match it with the right audio track.
What do you think? Did the message feel more genuine and directed towards the goal of the video.? Was it geared towards the brand’s strategic touchpoints?
“Smart sound design isn’t just decorative—it’s strategic. When aligned with brand values, it elevates every touchpoint, from a logo sting to a product interface. Thoughtfully engineered audio cues create a sense of cohesion, quality, and emotional resonance that visuals alone can’t achieve,”
— Tifani W., Director of Marketing & COO at MWR Studios.
Does that mean that every audience is hooked? No, the strategy still requires more engagement and retention to account for every type of customer persona and what their unique journey requires.
We’re all consumers of something, and we’re loyal to our preferences. We each have our own journey, but in the eyes of strategy, we fall into audience segmentation and persona’s. Sound quality and strategy is very similar. It’s a foundational key to long-term engagement and audience loyalty.
Here’s why:
Audio impacts buying decisions and is surrounded by strategy, even if you don’t see it upfront. A sound approach aligned with strategy, like when using best practices as a start, can make all the difference.
Tifani explains, “Audio doesn’t live in a vacuum—it’s surrounded by strategy. And when that strategy is intentional, sound becomes one of the most powerful levers for conversion, brand recall, and customer action. At the highest level, great sound isn’t an accident—it’s a business decision.”
“Sound has the power to move people—literally. The right audio design triggers emotional arousal builds recall through repetition, and boosts persuasion in digital interactions. From impulse buys in retail to guided voice experiences, brands that invest in sonic precision don’t just get heard—they get chosen,” expresses Travis at MWR Studios.
There are many audio practices can help various industries, such as churches, creators, and businesses. If you are looking for a quick simple snapshot, we have designed an infographic surrounding the best practices you can download below. But if you want to take your audio up a level and really hone into your brand and audience to get all those touchpoints matched, then we are here to help!
Click here to download our Audio Best Practice Quick Sheet
Whether you're delivering sermons, podcasts, brand messaging, or customer voice systems, investing in quality audio and thoughtful voice design is a business-critical choice. Sound quality matters—not just as a production detail, but as a strategic driver of trust, memorability, engagement, and buying behavior.
MWR Studios helps you align your sound strategy with your brand, build a trusted audio identity, and create listener experiences that feel professional and human.
Reach out to us or download the best practices above to get started!