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3D Audio Sound Branding

Authors Sternbauer, M.
Year 2020
Thesis Type Master's thesis
Topic Audio Signal Processing
Abstract Recent developments in 3D audio technology have not only attracted more attention from a broader audience, but also enable easier integration into everyday life. This applies to both binaural playback and the 3D audio speaker systems. Furthermore, it creates the opportunity for acoustic brand communication (sound branding) to establish a new touchpoint and experience for customers. This master thesis explores the creative possibilities and difficulties that emerge. In the theoretical part the directional and distance perception of the human hearing system is explained in acoustic and psychoacoustic terms. The visual component in hearing perception is also addressed. In the practical part the production process of several sound logos for the IKO, a 20-sided speaker system, is documented. Different movement patterns and sound objects were created using typical sound materials. These were examined by test persons for their comprehensibility and impact. The listening tests confirm not only a spectral dependency in the localization but also differences in the perception of the spatial dimension. Besides certain design criteria, factors influencing the subjective assessment could also be found. In addition, the influence of visual cues on more complex auditory objects is confirmed.
Supervisors Sontacchi, A.