Light is a constant in our lives. It can be the sun casting its glow from the sky, our living room lights instantly illuminated with a quick command, or a series of streetlights guiding us to our destination. Yet, we tend to take these sources of light for granted.
Entertainment Venue Lighting has become a focal point in creating immersive experiences for consumers. While the psychological impact of lighting isn’t a new concept, it’s gaining traction as venues strive to craft environments that are attractive, fun, and engaging. Lighting design in entertainment venues plays a crucial role in setting the mood, enhancing the ambiance, and guiding the attention of patrons.
From casinos and concert halls to restaurants and theaters, the impact of lighting goes far beyond simple visibility.
The Basics of Lighting Psychology
Lighting all boils down to creating an immersive and emotionally resonant environment. Numerous studies, such as those by psychologist Stanley Milgram in the 1970s, have demonstrated the psychological effects of lighting on human behavior. Milgram found that brighter lights tend to increase individuals’ alertness and attentiveness, while dimmer lights promote relaxation and intimacy.
In entertainment venues, the choice of lighting intensity, color temperature, and even its direction can significantly impact the audience’s whole experience. For instance, warm and dim lighting might enhance the cozy hold of a jazz club, fostering a sense of intimacy and relaxation. In contrast, bright and cool lighting could be suitable for a heady dance club, energizing the crowd and creating a vibrant buzz.
Color plays a crucial role in shaping the emotional response of individuals to their surroundings. The field of color psychology explores the impact of different hues on mood and behavior. In entertainment venues, color choices are intentional, aiming to encourage certain emotions and make the experience much more thrilling.
Research by psychologist Angela Wright has shown that different colors elicit distinct emotional responses. For example, warm colors like red and orange are associated with energy and excitement, making them ideal for lively venues such as concert halls or comedy clubs. Cooler tones like blue and green, on the other hand, promote relaxation and calmness, fitting well in theaters or upscale restaurants.
Casino Lighting
Casinos, perhaps more than any other entertainment venue, have mastered the art of using lighting to create an atmosphere of excitement and allure. The psychology behind casino lighting is rooted in the concept of complete escapism, where gamblers are transported headfirst into a world of glamour and possibility. Bright and vibrant lights, often in shades of gold and red, are strategically used to stimulate the senses and evoke feelings of wealth and grandeur.
Of course, the pops or color, continuous flashes of slot machines, and the brilliance of overhead lighting that swamp in-house casinos aren’t for everyone. Many modern gamblers prefer to try their luck at home in front of their tablet or on their mobile. Many of the best online casinos have a combination of lighting effects and imagery that allows players to feel some semblance of a real brick-and-mortar casino; the only real difference is you’re playing securely online via a trusted online site with potentially big payouts landing in your bank account within 24 hours, instead of being right in the middle of the hustle and bustle of a real gambling house.
Back at land-based casinos, one notable study, conducted by researchers at the University of Nevada, Las Vegas, explored the impact of lighting on slot machine gambling behavior. The study found that the flashing lights and dynamic color changes near slot machines increased the frequency and intensity of gambling. In essence, then, this means that something as simple as a calculated light source can influence decision-making in a casino environment.
Lighting in Theaters
In theatrical settings, lighting is considered to be somewhat of an art form that can help shape the narrative, increase emotion, and guide the audience’s focus. Renowned lighting designer Stanley McCandless introduced the concept of the McCandless Method, emphasizing the use of multiple light sources, each at different angles, which would achieve a balanced engaging stage. The method draws emphasis towards actors’ facial features and creates a more three-dimensional effect, in effect bringing the audience “into” the stage.
Also popular is the concept of “mood lighting”. For instance, a sudden shift from bright lights to a single spotlight can create a dramatic, intense, and sometimes frightening moment, heightening the emotional impact of a scene. This technique is commonly employed in Broadway productions and has become a signature element in the language of stage lighting.
Concert Hall and Music Venue Lights
Lighting plays a vital role in enhancing the auditory experience of concert halls and many other types of music venues. The balance of light and music is a powerful tool for creating a dynamic and memorable show. Concert lighting designer Marc Brickman, known for his work with artists like Pink Floyd, emphasizes the importance of using lighting to complement the music and engage the audience on a multisensory level.
Dynamic lighting changes – when synchronized with the rhythm and mood of the music – can heighten a concert from a performance to a full-blown once-in-a-lifetime experience. For example, during a high-energy song, bold, intense, and colorful lighting may create a visually titillating environment, while softer, monochromatic lighting can accompany a soulful ballad, welcoming an emotional resonance.
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Lighting in Restaurants
in the 21st century, restaurants are not just about the food; they’re just as much about creating an experience. Lighting in dining establishments influences restaurantgoers’ perception of the food, the ambiance, and even the passage of time. Again, the trend of “mood lighting” is prevalent in particularly upscale restaurants, where designers meticulously craft lighting to enhance the luxurious and intimate atmosphere.
A study conducted by Cornell University found that warmer lighting in restaurants led to patrons spending more time at their tables and consequently ordering (and consuming!) more food and drink. This highlights the economic impact of lighting design and just how lucrative the right lighting can be in the culinary world.