The 3 Emotional Responses Interior Light Experts are Trying to Reach

Everyone knows that people are influenced by the environment. The environment has an immediate impact on how people feel, how they respond to stimuli, and their overall impression of their experience. Restaurants, in particular are apt to create an environment with light that is pleasant and pb elemental architecture welcoming. They want to craft an experience around going to the restaurant that is not strictly limited to the food. Eating at a restaurant is a social event. Restaurant owners succeed based on returning customers, and the customers are coming back because of the very conscious things they experience.

The below are the three primary emotional responses that custom signs and architectural lighting are seeking to accomplish. These are usually subconscious feelings that play out in a very conscious way.


The first is the most obvious to connect with. Restaurant owners are trying to establish a sense of pleasure. Fundamentally, they want their patrons to feel pleased with the choice that they made. Pleasure is achieved through a lot of variables not just limited to the lighting. The color of the environment contributes. The temperature set in the restaurant is another important factor. All these stimuli help create a sense of happiness.


Arousal has a very strong sexual connotation, but that does not have to be the case. There’s no ignoring the fact that going to a restaurant is typically a social event, and it often is an intimate event. Dates and couples go to the restaurant to share an experience, and hopefully that can be carried back at the home. Arousal is not far from satisfaction and happiness, and these are all emotions that the architectural elements are trying to bring out. A sense of arousal will make people more aware of their surroundings- and more pleased with what they are experiencing.


The feeling of dominance is a hard one to pinpoint. Essentially, people want to feel comforted and confident in their own personality and experiences. One way to achieve this is by allowing the customers to adjust the light in the area. Many hanging lights can be dimmed or turned higher over the table. It is that balance between how much control the patron has over their environment. if they have no control over it (i.e. unable to move seats, change lights, get to a warmer area) patrons will find that they are less pleased in general.

What about those subconscious elements? What about lighting and interior design can actually stimulate the mind and provide people with a better experience? To learn more, see here the official website of BSC Custom Signs. Use lighting, signage, and overall decor to play on these emotions and maximize customer satisfaction.