Consistent product experience requires congruity between product properties such as visual appearance and sound.
Therefore, for designing appropriate product sounds by manipulating their spectral-temporal structure, product sounds
should preferably not be considered in isolation but as an integral part of the main product concept. Because visual
aspects of a product are considered to dominate the communication of the desired product concept, sound is usually
expected to fit the visual character of a product. We argue that this can be accomplished successfully only on basis of a
thorough understanding of the impact of audio-visual interactions on product sounds. Two experimental studies are
reviewed to show audio-visual interactions on both perceptual and cognitive levels influencing the way people encode,
recall, and attribute meaning to product sounds. Implications for sound design are discussed defying the natural tendency
of product designers to analyze the "sound problem" in isolation from the other product properties.