Pubs are under increased pressure to remain relative as an entertainment venue. There is an increasing realisation that they must perfect their experience offering to attract customers that have more choice than ever before.
So how can pubs perfect the experience they offer to patrons? Our experience of a pub is shaped by our sensory perceptions; from how a drink tastes, to how loud the music is, to the aromas that surface as you first enter the venue. Nothing quite affects our experience though as much as light does.
Good lighting design is essential for setting mood and tone and crafting a pub’s own unique experience offering. This often involves multiple layers of light, each with a specific function. By limiting each layer to a definite role the overall design objective can be achieved more effectively.
Different light fixtures are used to produce various kinds of light; ambient, accent and feature light the most common in pubs. Light colour is also important and impacts our mood and impressions of a space. Often warm light is great when creating a feeling of comfort but cooler light may more positively impact on our perception of food.
Light can be used to differentiate space and create separation between distinct areas of a pub. For example, isolated seated areas may have dim lighting, helping create a more intimate atmosphere. Passageways can also be differentiated by using alternative light fixtures. Entrance areas may be brighter to allow customers become accustomed and more comfortable in their surroundings before proceeding.
Lighting can be used to create dramatic effect and capture attention. Often we use light to draw attention to point-of-sale displays like drink or food menus, or venue entertainment guides for the coming weeks.
Paying attention to your customers’ experience can increase sales. By creating a comfortable and enjoyable pub experience customers tend to stay longer. Lengthier visits inevitably lead to increased sales and better experiences.
The majority of customers are willing to pay more for unique pub experiences and good lighting design plays a big part in that. There’s a premium on offer to publicans that avoid the blandness of being the same.
Featured image credit: Promakers Oy, Finland