New study in the journal PLOS ONE showed that even without any meaning, combinations of sounds can be perceived as beautiful or repulsive – and this directly affects our memory.

Scientists from the University of Vienna, led by Therese Matzinger, conducted an unusual experiment. To completely eliminate the influence of meaning, they created artificial, meaningless words like clisious, smanious, and drikious. These “pseudowords” were designed to sound “attractive,” “neutral,” or “unattractive” according to phonetic laws.

One hundred native English speakers had to learn and remember these strange combinations of syllables, and then appreciate their beauty.

“The words that participants remembered best were also the ones they named the most beautiful,” says Teresa Matzinger.

In earlier studies with real words, the meaning could “overwhelm” our perception of the pure sound. Now it has become clear: the phonetic form itself affects both memorability and aesthetic appreciation.

Why are beauty and memory related?

Scientists suggest that the principle of cognitive fluency is at work here. Combinations of sounds that correspond to patterns familiar to our language are easier for the brain to process. And what is easily perceived seems pleasant to us and is better remembered.

Simply put, the brain “loves” familiar and comfortable sound structures. It’s like music: a simple and harmonious melody is easier to remember and pleasant to listen to.

“The question remains open: do we remember better what we consider beautiful because it fits into memory easier? Or do we consider it beautiful precisely because we remember it easily?” — the researcher shares.

Scientists explained how their discovery can be applied in practice.

• In language learning:teachers can first offer students words with sound combinations that are harmonious and familiar to their native language. This will make it easier to memorize at the initial stage.
• In marketing and naming:Advertising professionals have intuitively harnessed this power for a long time. The study provides a scientific explanation for why some brand or product names “stick” to the mind the first time, while others do not. A successful combination of sounds can be a hidden advantage.

Evolution of language

The results also raise questions about the history of the language itself. The sound of words could influence their fate.

“Some sound patterns can be preserved in languages ​​for centuries because they are pleasant to the ear,” says Matzinger. “Others may have gradually disappeared because their hosts subconsciously considered them less attractive.”

Thus, our speech is shaped not only by history and culture, but also by a peculiar “aesthetics of sound.”