There is a critical disregard for the importance of audio in the modern corporate world.
For instance, maybe it’s the attitude of ‘good enough’. It could be the underwhelming pre-packaged earbuds that are included with just about every mobile device these days. Which we simply accept. Maybe our minds have been corrupted by all the big, powerful display manufacturers. Could it be, just maybe, the lack of glory that is associated with the word, ‘audio’? What is the importance of audio?
The WOW factor
I think it’s an unhealthy combination of the above. Let me explain.
Everyone loves visuals. Whether it’s eye-popping explosions in a blockbuster action movie. Or a blindingly bright video display piercing through the windows of your favourite retail store. Even a mind-bending colour experiment where we wonder what colour the dress really is, visuals get a lot of glory. 4K this, ultra high definition that, everyone wants to know what the latest and greatest is in regards to visuals and enhancements. Consequently, an Excel spreadsheet, a Powerpoint slide, and even some high-budget marketing videos look about the same on a 4K television. Similarly, even on a 1080p television or a 720p display, at a reasonable distance. The human eye can only perceive so much. So, unfortunately, I’m sorry to break the news to you, that means the 8K display you were so looking forward to spending a ridiculous amount of your AV budget on is only going to have a perceivable difference if you are standing or sitting 7 or less away. That’s a little too close for my liking, especially with meeting rooms and event spaces sometimes spanning 30-40’ in length.
Meanwhile, our true friend (or enemy, depending on your application and experience) audio, gets very little love. We’ve put up with sub-par audio conferencing phones from Polycom and Cisco for too long. Audio technology has come so far nowadays. However, individuals prioritize spending money on large, bleeding edge displays while inadequately budget for audio and purchase conferencing devices that are all wrong for the applications. Part of this is simply due to the lack of technicality discussed about audio. As it is usually described as most by simple terms like, ‘good, poor, just ok’. It certainly doesn’t get the love it deserves.
Let me pose a scenario:
How much knowledge would you be able to retain from a video with little or no audio. Or even worse, a video with distorted, crackling audio?
Now let me pose an alternative scenario…
What would be your experience with a lack of visuals, but with crystal clear audio? No crackling, no drop-outs, no noticeable distracting background noises, or even fluctuation between quiet and loud talkers.
Which scenario would you prefer?
I dare say it, audio is far more important than video – and I’m sticking to it.
As humans, communication drives us. It allows us to tell our story, share new creative ideas and impact the world positively. Verbal communication is pivotal. Without it, we become email machines. We would be sending redundant notes and written essays back and forth with little to no excitement, passion or drive. We change nothing, we impact nothing, and we become complacent robots’ cut-off from our peers, colleagues and families.
Visuals are important, don’t get me wrong. They offer beneficial enhancements to audible communication, intricate hand gestures, body language, striking imagery, and mental stimulation, all of which are incredibly important aspects of communication. However, audio deserves it’s due. Both audio and video can live in harmony. When implemented correctly, they can perform like a perfectly aligned and coordinated pair of ice dancers.
So, ask yourself: What steps can I take to ensure I am audibly engaging my clients, colleagues and mentors in all aspects of business?
First, take a look at the spaces you are utilizing to gather together. Is it a large room? Do I frequently gather with a large group of individuals in this space? What is the energy like? Do I connect often with individuals or teams over web conferencing? What is their feedback? Positive, negative or indifferent?
A critical examination may lead you to find that there is immense value in taking a look at enhancing the audio aspects of your space.
In our following AV Digest, we will examine some beneficial solutions available for audio conferencing, vocal reinforcement, acoustic paneling and speech privacy. We will also provide explanations on buzz words that you will very likely encounter in your search for enhancements, along with the basic meanings of those industry linguistics.
If you want to learn more about the importance of audio, our blog posting ‘Tackling Speech Privacy & Room Acoustics’
For all your corporate, commercial and educational audiovisual needs, contact the team at Limitless AV – and make sure to follow us on Linkedin & Twitter!
