UX needs a voice: Designing sound with intention

One size doesn’t fit all

Itʼs easy to fall into the trap of treating sound as a universal layer – a single notification tone reused across multiple products. But just as a bank doesn’t share the same colour palette or typography as a gaming app, it shouldn’t share its audio cues either. A calming breathing reminder on a wellness app should sound completely different to a notification alert on a trading platform.

Sound needs to reflect what the product is, what it does, and how users are meant to feel while using it. If the sound doesn’t match the productʼs personality or function, it creates confusion or worse, it breaks trust. In contrast, a well-designed sound that aligns with the context not only guides the user but reinforces the brandʼs tone and clarity

It’s not just what it sounds like – it’s where and when

Sound doesn’t exist in a vacuum. It competes with noise from our surroundings: office chatter, traffic, children, late-night silence. A tone thatʼs perfect at lunchtime might feel harsh in the early morning. That same sound might be helpful in a quiet room, and totally lost on a busy train.

Designing sound for real life means thinking about more than volume. It means thinking about space, timing, emotion, and repetition. Itʼs about respecting the userʼs environment and crafting sound that supports, rather than interrupts, their journey.

Annoyance is a design flaw

The most common reason people disable UI sound isnʼt because itʼs unnecessary – itʼs because it becomes annoying. A sound that draws attention once can quickly turn into an irritant if repeated throughout the day. Many products fall into this trap, adding high-pitched tones or harsh effects that arenʼt built to last.

Good UI sound should wear well. Softer, rounded tones tend to feel more natural over time. They fade into the background when theyʼre not needed and step forward clearly when they are. Sound should build familiarity and trust – not frustration.

More than a beep – sound as meaning

Sound is often treated as a flourish. A last-minute add-on. But when itʼs thoughtfully integrated, it becomes a layer of meaning. It tells the user: something just happened. Something needs your attention.

Everything is working as expected. But even more than function, sound has the potential to create emotion. It can provide reassurance, reward, urgency or delight. And when itʼs uniquely crafted to your brand, it can be part of what makes your product recognisable and distinct.

A product without sound feels incomplete. A product with the wrong sound feels off. But a product with the right sound? Thatʼs where the magic happens.

So, what does your product sound like?

If your product has a visual identity – it should have a sonic one, too. One that fits. One that reflects who you are. One that speaks with the same clarity and care as the rest of your experience.

The question is not whether you need sound. Itʼs whether youʼre designing it with intention.

Because the best UI sound doesnʼt just guide users. It stays with them.

Written by John Cleworth, UX/UI Sound Specialist