The impact of the right pitch and warmth
No two voices are the same. A deep, warm bass voice immediately conveys reliability, calm and authority. This works exceptionally well for documentaries, corporate videos or instructional films where you want to showcase your expertise. The listener is more likely to believe what is being said because the tone comes across as soothing and steady.
On the other hand, a clear, slightly higher baritone can come across as very energetic, fresh and convincing. This type of voice works particularly well in fast-paced adverts or instructional videos aimed at a younger audience. So think carefully in advance about the feeling you want to convey. Do you want the listener to relax and listen to an expert, or do you want to energise them and get them excited? The tone of voice largely determines the first impression of your brand.
Versatility and empathy
A good voice-over artist does much more than simply read a script fluently. It’s about acting, pacing and conveying the right emotion. When listening to demos, pay particular attention to the speaker’s flexibility. Can they switch effortlessly between a businesslike, formal tone and a jovial, friendly chat?
Ask yourself what role the voice should play in your project:
- The expert: reliable, calm and knowledgeable.
- The friendly neighbour: approachable, warm and very relatable.
- The enthusiastic storyteller: energetic, fluent and motivating.
An experienced voice actor will instinctively pick up on the nuances in your script and adapt their intonation and pace accordingly, without it sounding contrived.
Pronunciation, accents and clarity
In Flanders, we are very sensitive to language and accents. For most professional productions, it’s best to choose a voice that speaks Standard Dutch perfectly, with a soft Flemish accent. This ensures that your message is easily understood and accepted throughout Flanders, from West Flanders to Limburg.
Sometimes, a subtle regional accent can actually add value, for example if you want to advertise very locally or create a specific, authentic sense of community. But in most cases, a neutral, clear pronunciation is the safest and most professional choice. When listening to demo clips, also make sure that the articulation is clear, without sounding forced or exaggerated.
Technical quality of the recording
A beautiful voice loses all its power if the recording quality is poor. These days, almost all professional voice-over artists work from their own high-quality home studio. This means they can deliver quickly, but it also places high demands on their equipment and the acoustics of their workspace.
When listening to audio clips, pay particular attention to distracting ambient noise, a hollow echo or a muffled sound. A professional recording sounds crystal clear, exudes calm and has no background noise. This means the voice can be added straight away to your video or edit without a sound engineer having to spend hours filtering out distracting imperfections.