Most people think video is a visual medium. But sound is responsible for more of the emotional experience than most people realise. When eyes and ears conflict, the ears almost always win.
Bad sound triggers an ancient alarm: if this does not sound professional, it probably cannot be trusted either. The viewer disengages — often without knowing why.
Sound design goes beyond recording audio on location. It is the deliberate design of a complete soundscape in post-production: dialogue, music, ambient sound, effects and silence.