Crafting Calm Noise

The Challenge

There are various types of noise—white, pink, brown, and others—each known for its unique calming effects on the brain.  These sounds work by influencing brain activity, helping to calm the mind, mask distractions, and create a more peaceful environment.

Calm, the leading wellness app, came back to us, this time to develop a signature ‘Calm Noise’ auditory noise experience that would help users reduce anxiety and improve sleep —by combining different types of noise known for their relaxing effects.

The Solution

We developed Calm Noise, a carefully engineered soundscape that integrates White, Pink, Brown, and Green noise, each chosen for its scientifically proven benefits. White Noise helps mask background distractions, Pink Noise promotes restful sleep, Brown Noise provides a grounding, rich sound, and Green Noise invokes the calming essence of nature. Collaborating with Calm’s Chief Clinical Officer, we conducted quantitative research and testing to ensure that this blend would provide maximum relaxation and stress relief.

The Outcome

After conducting user testing with 75 participants, the results were generally positive: 89% of users reported that Calm Noise helped reduce anxiety and improve sleep quality. Additionally, 70% experienced a moderate to strong uplift in mood, while 71% of participants saw improvements in emotional well-being.

The success of this soundscape highlighted its effectiveness in promoting relaxation and balance. Calm Noise now forms part of Calm’s ideal bedtime routine, helping users ease into restful sleep and maintain emotional equilibrium throughout the day.