Moderate noise levels boost creativity and problem solving

3rd January 2012

Garden office workers can be assured that listening to the radio whilst working isn't a distraction - providing that it's not too loud or too quiet.

Scientists at the University of Illinois have found that "a moderate level of noise not only enhances creative problem-solving but also leads to a greater adoption of innovative products in certain settings."

According to dailymail.co.uk, the ideal level for home workers is around 70 decibels. This is about the same amount of noise generated as a passing car. In comparison, a full blown traffic jam would generate somewhere around 85 decibels, which would be slightly too high.

Business professor Ravi Mehta explained in the Journal of Consumer Research that at least some noise should exist for workers to remain stimulated.

"What we found is that there's an inverted-U relationship between noise level and creativity," professor Mehta said on sci-news.com.

"It turns out that around 70 decibels is the sweet spot. If you go beyond that, it's too loud, and the noise starts to negatively affect creativity. It's the Goldilocks principle - the middle is just right."

Mehta suggested that creative types - such as advertisers and marketers - might find a certain level of ambient noise most useful in their line of work, as they're often required to think outside of the box; tapping into their creative side.

Chris Taylor