Sound effects
What’s the most effective way of demonstrating a high-quality entrance door? Let them hear the ‘thunk’ says Danny Williams, director of Gerda Doors UK.
Sound is a powerful, yet often underestimated, sensory cue that influences human emotions, decision-making, and even purchasing behaviour.
From the reassuring click of a luxury car door closing to the crisp snap of a well-made product being unboxed, certain sounds instinctively signal quality, reliability, and craftsmanship. These auditory cues trigger subconscious associations – smooth, solid, and precise sounds suggest durability and excellence, while flimsy, hollow noises hint at poor construction and unreliability.
This phenomenon is deeply rooted in human psychology. Studies have shown that consumers are more likely to trust and invest in a product that provides satisfying sensory feedback. A well-engineered sound can create an emotional connection, instilling confidence and reinforcing the perception of value.
It’s why premium brands pay close attention to the acoustics of their products, ensuring that every interaction – every close, click, and tap – communicates excellence.
In the world of home improvement, where trust and long-term performance are key selling points, sound plays a crucial role.
A front door, for example, is not just a functional necessity; it’s a symbol of security and quality. The solid ‘thunk’ of a well-constructed door closing is more than just noise – it’s reassurance in physical form, a visceral signal of superior engineering that homeowners instinctively recognise and appreciate.
This is precisely the impact of a Gerda door, as Danny Williams, director of Gerda Doors in the UK, explains: “It was the weight and ‘feel’ of Gerda’s products that signalled to me that I had found the product I was looking for,” he says. “I had been searching for a better entrance door, an answer to the well-established – but flawed – composites that we have in the UK.
“I’d been told Gerda was a step above in terms of performance and engineering, but like most people who have been in the industry as long as I have, I’m a natural cynic – you’ve got to see it, to believe it!
“However, once I’d had the chance to see it in the metal so to speak, to appreciate the deep, satisfying ‘thunk’ that speaks volumes about its premium construction, I knew we were on to a winner,” continues Danny.
“That’s because, for installers looking to shift focus from price-driven sales to quality-driven margins, that ‘thunk’ is the sound of a smarter, more profitable way to do business.”
Why? Well, as many installers will know, one of the main challenges of the composite market, is dealing with remedial issues when doors warp or bow. It’s a natural side effect of their multi material construction reacting differently to internal and external temperatures – and one that’s exacerbated by darker, heat absorbing colours.
Gerda doors, however, are built differently, with an incredibly robust aluminium and steel design that is guaranteed never to warp or twist, no matter the conditions.
With four ranges to choose from, plus a selection of high-quality glazing and hardware options, they offer a premium, contemporary aesthetic as well as exceptionally robust levels of security but they are also incredibly thermally efficient, with U values as low as 0.74 W/m2k available.
As Danny explains, all this makes a Gerda door a hugely attractive proposition for homeowners, especially as they are priced at just a fraction more than you would expect to pay for a top end composite.
“For our growing installer network, Gerda doors are proving to be a big hit because it’s so easy to upsell them to homeowner customers,” he says. “They can do that on the strength of their energy efficiency, the security and aesthetics but ultimately – if they can compare them back-to-back in a showroom – it’s the ‘thunk’ that will seal the deal.
“It’s a mark of quality you just can’t replicate with a composite. And for our installer customers, it’s the sound that is becoming increasingly associated with yet another high margin sale.”