Bars with the Correct Ambient Room Light Achieve Higher Sales and Price Points.

Nov 3, 20233 min read

The Subtle Power of Lighting: How Colour Influences Perception and Spending.

The Subtle Influence of Scent: How Cleaning Aromas Make Us Tidier The environments we inhabit influence us in surprising and often subconscious ways, shaping how we think, feel, and act. One particularly intriguing example is the impact of scent on behaviour. Research reveals that a subtle aroma of cleaning liquid in the air can inspire tidier and more conscientious actions, even when people are unaware of the scent’s influence. This phenomenon highlights the nonconscious power of olfactory cues to affect our cognition and habits, offering fascinating insights into how sensory elements in our surroundings can encourage positive behaviours and enhance the spaces we share. The Aroma of Cleaning Liquid Makes People Behave Tidier A subtle yet powerful effect occurs when the aroma of cleaning liquid lingers in the air: people unconsciously behave in a cleaner and tidier manner. This fascinating behavioural shift is supported by research from Rob W. Holland, Merel Hendriks, and Henk Aarts, who explored the unconscious influence of scent on human cognition and behaviour. In their groundbreaking studies, the researchers examined how exposure to citrus-scented cleaning products affected participants' thoughts and actions without their conscious awareness. The first two studies revealed that participants who were unobtrusively exposed to the scent of all-purpose cleaner demonstrated heightened mental accessibility to the concept of cleaning. This was evidenced by their quicker recognition of cleaning-related words and a higher likelihood of listing cleaning-related activities when asked to describe their expected behaviours for the day. The third study took the research a step further, showing that exposure to the scent caused participants to physically act in a tidier manner. During an eating task, those in a room with the faint aroma of cleaning liquid kept their immediate environment significantly cleaner than those in a neutral-scented room. Awareness checks confirmed that participants were unaware of the scent's influence on their behaviour, highlighting the powerful and nonconscious impact of olfactory cues. As Dr. Rob W. Holland, a lead researcher on the subject, explains, "Our studies show that subtle olfactory cues, like the scent of a cleaning product, can nonconsciously influence behaviours and thought processes, encouraging actions aligned with the aroma’s associations, such as cleanliness and order." This finding underscores the remarkable ability of scent to shape our thoughts and actions in subtle, unconscious ways. Implications for Space Design These studies highlight the potential for integrating olfactory cues into space design to promote desired behaviours. Whether in homes, workplaces, or public environments, the strategic use of scent could subtly encourage cleaner and more organised actions. By using pleasant, subtle aromas like citrus-based cleaning products, spaces can be designed not only to appear clean but also to inspire occupants to maintain that cleanliness unconsciously. As the researchers concluded, "The present studies reveal the nonconscious influence that olfactory cues can have on thinking and doing." This insight opens up exciting possibilities for enhancing environments through thoughtful sensory design. By leveraging the subtle power of scent, we can create spaces that not only function well but also encourage positive behavioural patterns in those who inhabit them.

Lighting plays a powerful yet often underestimated role in shaping our experiences, particularly in social and hospitality settings. In bars and restaurants, ambient lighting not only sets the mood but also influences how we perceive flavours and make purchasing decisions.

Fascinating research reveals that subtle changes in lighting hues can enhance the appeal of certain drinks and even encourage higher spending. By harnessing the psychological effects of lighting, designers and venue owners can create environments that elevate the guest experience while boosting sales.

The atmosphere of a bar or restaurant is more than just a backdrop, it directly influences how patrons perceive their experience, including how they evaluate food and drink. A fascinating experiment conducted at Mainz University in Germany explored how ambient lighting impacts customer preferences and spending behaviour.

The study involved 500 participants tasting wine under different coloured lighting conditions. The results revealed a striking trend: participants preferred wine tasted in a red or blue-hued environment over one illuminated by green or white light. Moreover, they were willing to pay 1 Euro more for a glass of Riesling when it was tasted in a red-lit setting compared to a green-lit one.

This research suggests that the psychological impact of lighting on perception, proving that it plays a significant role in shaping customer satisfaction and behaviour. Red and blue hues are known to evoke feelings of warmth, sophistication, and intimacy, which may explain why they enhance the perceived quality of wine. In contrast, green and white lighting can create a cooler or more sterile atmosphere, potentially diminishing the emotional connection to the experience.

Dr. Janina Jochim, a researcher in sensory psychology, explains,

“Lighting affects not only how we perceive our surroundings but also how we experience taste and value. The right ambient light can elevate a customer’s emotional connection to a space, influencing both mood and spending habits.”

This insight suggests that the vital role of lighting design in shaping memorable and profitable hospitality experiences.

An excellent example of this principle in action is ATLAS, an Art Deco-inspired all-day drinking and dining bar in Singapore. Designed by the globally acclaimed Hassell Studio, ATLAS combines impeccable lighting with luxurious interior design to create an atmosphere that elevates the customer experience. The clever use of lighting accentuates the bar's Art Deco features while fostering a sense of intimacy and exclusivity, key elements that contribute to its reputation as a world-class venue.

By carefully considering the impact of ambient light, bars and restaurants can enhance not only the aesthetic appeal of their spaces but also the perceived value of their offerings. This small yet significant detail demonstrates how environmental design can drive higher sales and premium price points while leaving a lasting impression on customers.

Information Reference Index:

The Impact of Ambient Lighting on Consumer Preferences

Ambient Lighting and Its Effects on Taste Perception

ATLAS Bar: A Case Study in Lighting Design

The Science of Lighting and Consumer Behaviour

Paco Underhill’s Insights on Environmental Design

Colour and Mood in Hospitality Design

Bars with the Correct Ambient Room Light Achieve Higher Sales and Price Points.

The Subtle Power of Lighting: How Colour Influences Perception and Spending.

Lighting plays a powerful yet often underestimated role in shaping our experiences, particularly in social and hospitality settings. In bars and restaurants, ambient lighting not only sets the mood but also influences how we perceive flavours and make purchasing decisions.

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