audio on the web

The topic of audio on the web presents a real quandary for web developers. It's wildly popular when you're just talking about downloading MP3 files and it has loads of potential (to create atmosphere, invoke emotion, etc.). But due to cost constraints and user resistance to automatic sound, it can be hard to find the right approach.

Uses for online audio:

• Short sound clips integrated into the page. These are especially useful as instructional or explanatory devices. (For instance, language sites can incorporate sound clips of native speakers pronouncing words.)

• Longer audio files (like MP3s) placed on a page. The web is mainly used for distribution not playback of MP3s. They're downloaded from the web page and played back on an MP3 player (or burned to a CD).

• Streaming audio programs with radio-style programming.

• Live webcast of a concert or event, delivered using streaming audio.

• Sounds used as interface elements. Sometimes, sites will integrate audio to emphasize a user's navigation choice. When you mouse over an image or click on it the page will tick or bleep or bong at you to let you know you hit a hot spot and that clicking will cause some action. Generally, it's smart to give the user feedback on a choice. But after a while, these cute interface noises can get annoying. And if your users are in a work environment, they may not appreciate it.

• Background music. A technique that's not recommended. (See the accompanying sidebar.)

why background music can backfire

The overwhelming lack of sound on the web is a common lament among media professionals. Many believe sound is the most powerful way to create an environment or manipulate emotions.

And while it's easy to get caught up in the idea of the environment you're creating on the web, you should never forget the actual environment of your user. Unexpected sounds, remember, are startling, and they shatter the feeling of privacy or control. In many ways, they're a violation of personal space.

Nonetheless, many web sites toy with the idea of integrating audio to set a mood, to punctuate an action, to brand the site, etc. The urge to integrate sound ambient sound, sound that plays automatically into your site may be very strong. Resist.

If you integrate background music, make sure users can turn it off (without leaving your site). This symbol, from a card on American Greetings.com, does the trick.

The inclusion of sound on web sites whether as ambient mood-setter or interface punctuater almost always turns users off. Especially when they can't turn the sound off.

There are exceptions, of course. Certain types of sites are expected to have sound, like online greeting cards, for instance. But they always let the user turn it off.

So if you decide to include audio that plays automatically, be sure to follow their lead: Provide a prominent "On/Off" switch (like the one pictured previously), so users can lose the music without leaving your site. And watch your log files: If traffic drops off, you'll need to rethink.