Sound is a universal language
We know that all people have the ability to appreciate good sound. It's a human trait. Young children enjoy music before they can read and write! You only need to listen to an orchestra for a few seconds to judge whether the musicians want to play today or whether the spirit is lacking. Music follows us throughout life, amplifying and emphasising moods, and helping to hold memories. Music is understood and used by all peoples and can express opinions and feelings where words alone cannot. And if you've ever tried to watch a film without sound, you'll know that sound is at least half of the film experience.
Design is a universal language
It's wrong to think that design is just a way of packaging a product. It's not that simple. We think of design as the ability of a product to work in the real world. When we find that the acoustics in most living rooms are among the biggest obstacles to achieving good sound, it's the design in our speakers that makes them less affected by room acoustics. It may be electro-acoustic design, but it's still design. If we didn't care about electro-acoustic design, we'd just expect you to change your living room when you bought speakers. Design is thinking about how the product works best. And SA sees it as a task that incorporates the technical disciplines at the same time as form and colour. That makes our idea of design universal, because you can't argue about whether a speaker should work in a room's acoustics, because it should. Or whether the speaker should work with an amplifier, because it should. Nor can you argue whether a speaker sounds better when placed prominently in the living room, as a central piece of furniture, because it does. The task here is to make the speaker beautiful enough to deserve a place among the other furniture. In other words, you can't not design a product, because you have to have some idea. But you can make it difficult for the product to work in the real world. And that's bad design. Design is a language. It is not spoken by those who have nothing at heart.