M+S tires much noisier

[omodos]

Hello, Ok so I put on some 18" alloys and other tires and they are noisier than my old diamaris, what i don't understand is why?i have read that the winter tires have a softer rubber compound than winter setups so surely the noise should be less because the softer compound ? anyway to be honest I 'felt' the tires and the compound seems more rigid than the diamaris so not sure about the claims on softness of winter tires, also not the best analogy but running in high heels compared to sneakers type thing....any ideas would be appreciated