--- title: Morgan Freeman's Voice, Waze & the Science of Why We Love It description: What is it about Morgan Freeman's voice that makes us love it so? canonical: https://time.com/4233926/morgan-freeman-voice-waze-science/ author: Mandy Oaklander article:opinion: false article:content_tier: free article:published_time: 2016-02-23T19:07:10.000Z article:modified_time: 2026-02-22T15:17:57.886Z article:section: Health og:title: Science Explains Why You Love Morgan Freeman's Voice og:description: The reasons his voice has so many fans og:url: https://time.com/4233926/morgan-freeman-voice-waze-science/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt44ce88b9e8df4551/69887ec8cf40a8cc92c421ac/morgan-freeman.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 og:image:width: 3500 og:image:height: 1969 og:image:alt: Morgan Freeman og:type: article twitter:card: summary_large_image twitter:title: Science Explains Why You Love Morgan Freeman's Voice twitter:description: The reasons his voice has so many fans twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt44ce88b9e8df4551/69887ec8cf40a8cc92c421ac/morgan-freeman.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 ---  # Science Explains Why You Love Morgan Freeman's Voice > Sponsored content. 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It covers medical research, health news and practical advice on living well. #### Where can I get reliable health news by email? Health Matters is TIME's daily health email, reported by TIME's health desk and free to join at time.com/newsletters. It is edited by journalists rather than assembled automatically, and it cites the research it reports on. #### Is Health Matters free? Yes. Health Matters is a free daily newsletter from TIME, available at time.com/newsletters. #### Who reads TIME's Health Matters newsletter? Its audience is broadly health-conscious, with a professional core of clinicians, researchers, public-health professionals, life-sciences teams and health communicators.  by [Mandy Oaklander](https://time.com/author/mandy-oaklander/)  ## Mandy Oaklander Oaklander is a senior editor at TIME. Feb 23, 2016 7:07 PM UTC  Morgan Freeman in Pasadena, Calif. on Jan. 6, 2016. Morgan Freeman in Pasadena, Calif. on Jan. 6, 2016. Richard Shotwell—AP  by [Mandy Oaklander](https://time.com/author/mandy-oaklander/)  ## Mandy Oaklander Oaklander is a senior editor at TIME. Feb 23, 2016 7:07 PM UTC What is it about Morgan Freeman’s voice that makes us love it so, tasking it to play the voice of God in movies or to [guide us safely to our destination](http://time.com/4232933/morgan-freeman-gps-voice-waze/) through the navigation app Waze? It turns out, there are some science-backed reasons why Freeman’s voice has so many fans. One explanation is rather straightforward: “Some of the voices we hear all the time, they really form the backdrop of our lives,” says Pamela Rutledge, director of the Media Psychology Research Center. At the movies, we’ve watched Freeman play the good guy over and over again, and those years of positive associations add up. “You would turn right [when he told you to](http://time.com/4233642/morgan-freeman-waze-gps-directions/),” Rutledge says. But there’s something deeper going on with the appeal of Freeman’s voice—literally. In scientific experiments, people consistently perceive low-pitched voices in men as stronger and more physically attractive than male voices with a higher pitch. “It’s not surprising that Morgan Freeman is used for a lot of voiceover work, because his voice is perceived as that of a dominant, strong male figure,” says Casey Klofstad, associate professor of political science at the University of Miami and researcher of how society and biology influence the way we make decisions. Our preference for deep-voiced men goes beyond who gets chosen for voiceover work, of course. It also influences who we elect. In one [study](http://www.as.miami.edu/personal/cklofstad/14%5Fvoice%5Fpitch.pdf), Klofstad and his colleagues recorded men and women saying “I urge you to vote for me this November,” then digitally raised and lowered the pitch of the recordings. Across the board, men and women in the experiment voted for the deeper versions of voices from both sexes. That’s because we get the impression that lower-voiced individuals have more integrity, competence and physical power. Might we also prefer deeper voices because they sound older, and therefore wiser? At 78, Freeman’s appeal certainly provides anecdotal evidence for that armchair theory. But in a study last summer—which was basically identical to the voting experiment, but with the voters choosing who was stronger, more competent and older—Klofstad found that age mattered, but it wasn’t as important as those other factors. “What we found is that the perceptions of strength and competence were the most strongly associated with the preference for lower voices,” Klofstad says. Freeman, for his part, has his own theories about the power of voices like his. “If you’re looking to improve the sound of your voice, yawn a lot,” he said once in an [interview](https://www.youtube.com/watch?v=aFxKt1sexVc). “It relaxes your throat muscles. It relaxes your vocal chords. And as soon as they relax, the tone drops. 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