Shaping Sounds: The Role of Symbolism in Sonic Logos- An EEG and MIR Study

Abstract

Sogos/sonic logos–a fundamental audio identity of brands– have evolved as a distinctive way to break free from conventional visual branding to create a lasting impression on consumers, but what makes an impactful sonic logo remains uncredited. This research investigates the impact of sonic logos on consumer behavior by the 1) psycholinguistic associations of sounds through symbolism (bouba-kiki effect), 2) neurophysiological recordings for cognitive processing, and 3) underlying acoustic features that influence sound symbolism and preferences. Using an EEG-ERP-based experiment, combined with behavioral responses and MIR acoustic analysis, the study revealed that the consumers perceive real brand sounds with lower semantic processing (N400) and a higher preference (N200) than fictitious sounds and, to some extent, show a higher preference for bouba-like sounds–characterized by lower intrumentalness and higher timbre– over kiki-like sounds. Preference and emotion processing of visual brand names put forth the need of the brands to create potent sonic logos targeting consumer cognition. By strategically designing bouba-like sonic logos, brands can evoke stronger consumer preference and engagement. As auditory branding gains prominence, this research provides actionable insights by integrating the domains of marketing, consumer behavior, and music composition into how brands can move beyond visual identity and create potent, emotionally resonant sonic experiences.