Why Your Dryer Sings to You: A Smart-Appliance Guide
September 02 2020 - 2:21PM
Dow Jones News
By Ashley Mateo
1. Why is my appliance serenading me?
It's a form of branding. "The little tunes appliances have
started spitting out these days are known as audio logos,"
explained James Kellaris, a composer, musician and professor of
marketing at the University of Cincinnati, where he studies sonic
branding. Samsung's Electric Dryer ($599, samsung.com) finishes a
tumble cycle with 30 seconds of Schubert's "Die Forelle," while
LG's QuadWash plays a delightful 10-second ditty when the dishes
are done.
2. How exactly does an appliance play music?
In many cases, the same sort of buzzer that roused you to check
your laundry in the 1980s now plays a more complicated collection
of beeps to craft a melody. In newer machines, however, said
Richard Hughes, a principal designer in advanced user experience at
Whirlpool, engineers have added chips akin to those found in
smartphones to deliver higher-quality audio. Example: His brand's
Smart All-In-One Washer & Dryer ($1,699, whirlpool.com)
performs an original tune that includes sounds of fingertips
drumming on denim.
3. What am I getting out of this?
The supposedly valuable ability to heed the call of a specific
device among the many chiming, dinging and pinging for your
attention. "An audio logo can cut through the clutter of multiple
devices and appliances calling out to us," said Mr. Kellaris. Some
inanimate devices aspire to have entire melodic conversations with
us, added Mr. Hughes: The musical notification you hear when
KitchenAid's Smart Oven+ ($3,299, kitchenaid.com) is preheated
differs from the one you hear when your cook time is up, keeping
you informed even as you complete other tasks around the home.
4. But what's the company getting out of it?
Customer allegiance, theoretically. "These sounds ensure that
our products are easily identifiable with the Samsung brand," said
Shane Higby, vice president of home appliance product marketing for
the company. Appliance makers view sonic branding as a low-cost
investment that inspires loyalty, even at the risk of irritation.
"An audio logo is a reminder that the brand is there to serve
consumers -- sort of a free ad," said Mr. Kellaris. Sounds, he
believes, can also convey certain attributes of a machine:
sturdiness, fun, elegance.
5. Ok, but how do I turn the damn thing off?
Maybe you're disinclined to add a jingle seemingly inspired by
the English folk tune "The Lincolnshire Poacher" to the cacophony
of the phones, TVs, smart homes and other constantly pinging
appliances invading your home. Find instructions for how to turn
off each appliance's electronic melodies in the user manual if you
didn't already toss it, or otherwise check YouTube. Then again,
having your child learn Schubert from the dryer could save you a
bundle on private lessons.
The Wall Street Journal is not compensated by retailers listed
in its articles as outlets for products. Listed retailers
frequently are not the sole retail outlets.
(END) Dow Jones Newswires
September 02, 2020 14:06 ET (18:06 GMT)
Copyright (c) 2020 Dow Jones & Company, Inc.
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