In this research, vehicle gravel/sand noise was studied from a view of tire design. First, the mechanism of gravel/sand noise was identified by driving on the road where sand and small particles of gravel were spread. Second, the influence of tire design parameter on vehicle gravel noise was studied empirically by controlling tire tread pattern and viscoelastic characteristics of tire tread rubber and then the influence on braking and rolling resistance performance was also studied. It was found that high frequency gravel noise was mainly recognized in the rear seat of an SUV and decreases as road surface temperature increases. In addition, it was found that the unidirectional tread pattern may amplify gravel noise. Finally, it was found that gravel noise has a relationship with tanδ characteristics in low temperature and braking distance. In particular, gravel noise decreases as braking distance decreases.