Yesterday the BBC approached me for an interview in response to research published this week, which claimed that low voices were trusted more than higher voices.
The research came from the University of Miami, and you can read the results here Proceedings of the Royal Society B.
In a nutshell they concluded that lower voices carry more authority, and if you are a politician voters are more likely to believe you and vote for you if you have a low voice.
It has long been recognised that a lower voice pitch can carry more gravitas, and is generally preferred to a higher pitch. Not for all occasions, of course: a happy lighter voice can be endearing or create a fun atmosphere; a voice ‘with character’ can engage or entertain.
But in the worlds of politics, business, theatre and the media where we are communicating important messages to audiences, customers or voters – generally the lower, mellow voice carries more authority and is more engaging.
Every year we are asked who our favourite voices are and every year we tell them – David Attenborough, Joanna Lumley, Judy Dench, James Earl Jones, Sean Connery, Moira Stewart, Trevor McDonald – and one of my favourites, Brian Cox. Spot the similarity?
Sound has a powerful effect on our thoughts and feelings.
Our voice is sound, not that different to music. Think how different sorts of music can put us in a good mood, or make us feel sad. We may speak words – but the meaning of the words is influenced by the music of the voice (tone, pitch, inflection etc.).
So if I wanted to convince you that “The National Health Service is safe with us.” I would most likely use a calming, lower-pitched register to re-assure you so that you believed me.
That’s why the ex-Prime Minister Margaret Thatcher undertook voice coaching to achieve a lower tone to her voice. Public feedback had made it clear that her higher, strident voice was unpleasant – the voice of the nasty party.
But what about Gordon Brown – he had a deep voice but didn’t seem to carry authority…?
Just having a deep voice isn’t enough. In fact very deep voices are quite difficult to use well – they can be too ‘deep in yer’ boots’ and sound boring. So low, mellow voices, with the right amount of relaxed energy to keep us interested is what to aim for it you want to be believed.
How I would have loved to be Mr. Brown’s voice coach – such potential – but something tells me he may not have been a willing participant.
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