have spent more than 30 years working with products that are ‘noisy.’ But I learned very quickly that ‘noisy’ might not equate with ‘loud.’ A shop-type vacuum cleaner had a noise problem: a slight rattling in the motor after the unit was turned off, after the roar of the unit had died away! The roar was expected, but the rattling could indicate to the owner that there was a problem with the motor. The product could not be shipped until the rattle was eliminated.
Product sounds can be objectionable, but they can also be favorable. The sound of an automobile door closing is a clas- sic example that has been studied for many years. Compare the sounds of doors closing on 2 cars, one of which costs 3 times as much as the other (Sounds A,B).1 You can tell which one is the more expensive car. The first is an Audi A4; the second is a Ford Escort