The importance of audio is still underplayed, especially on low budget productions. It has always been my belief that in film and video, audio is of equal importance to the pictures.
Here are some tips:
1. Good Sound vs Bad Pictures
Good imagery with bad sound can actually be more damaging than making sure the audio is top-notch despite the pictures not being so great. Put simply the overall sound design can make or break a film or video.
2. Audio changes Emotion
Audio creates the mood of a scene and changing just the music can also transform the whole emotion of a film sequence, so use it wisely.
3. Sound need not Dominate
Audio does not need to dominate. A sparse approach with carefully placed effects can be as equally effective as some intense dramatic sound scape.
4. Audio Recording and Mixing
Make sure your audio is recorded properly and delivered correctly. As general rule audio should be recorded at about -6 on the number scale which allows room for compression in post production. The final mix should playout just below, but never above zero.