By Carolyn Mitchell, Contributor
Good lighting is essential for any business, especially in the hospitality industry. Lighting has the unique ability to accent a space in all the right ways and put customers in a mood that allows them to relax and enjoy themselves. Here are a few reasons great restaurant lighting is essential to an outstanding customer experience.
Why Lighting Matters for Restaurants
Have you ever walked into a room with harsh fluorescent lighting and felt immediately uncomfortable or anxious? That's because the lighting is known to impact our thoughts and emotions. Bright lights can intensify emotions, while low lights keep them more even and consistent.
So, lighting can impact the mood of your customers and influence how they make decisions. While you certainly don't want to abuse that power, you can use the psychological effects of lighting to create the perfect atmosphere for your business.
Creates a Welcoming Ambiance that Impacts Buying Decisions
Lighting can help you create the perfect ambiance that will attract new and repeat business by impacting customers psychologically. Lighting is known to affect the way buyers consume.
For instance, a study at Cornell found that softer lighting has been linked to customers eating less but enjoying their food more. Whereas more natural light makes customers feel happier, which influences them to spend more money. So, incorporating certain lighting tricks during different times of the day can impact your customer's buying decisions.
Makes Your Business Appear Clean and Trustworthy
Another reason to invest in quality restaurant lighting design is that it makes your business appear cleaner and more reputable. Lighting that's too dim gives off the vibe that your restaurant is dirty and have something to hide.
At the same time, you also don't want lights so bright that every spec of dirt is visible to the naked eye. So, having good, balanced lighting that gives off an excellent first impression is essential to achieving the optimal customer experience.
Encourages Guests to Make a More Genuine Connection
Photo by Helena Lopes from Pexels
Lighting also helps customers relax and make more genuine connections with their guests. Good lighting choices can help create the atmosphere necessary to encourage lasting social bonds, whether they are on a first date or meeting with an old friend.
Placing a hurricane lamp candle on each table is a smart choice if you're trying to create a more intimate ambiance. Or, if you're going for a more energetic, party atmosphere, bright, neon lights may be the way to go. Guests return to the places where they create lasting memories. So, the more you can encourage social connection through your choice of lighting, the more repeat business you'll see.
Allow Customers to Read the Menu Clearly
A survey conducted by the Illuminating Engineering Society found that out of 50 Manhattan Restaurants, 18% had customers using a flashlight to read the menu. This is one of the biggest complaints that restaurant owners get and can be easily remedied with the proper lighting.
So, good interior lighting is not just important for aesthetic purposes; it's also necessary to ensure customer satisfaction. No one’s going to return to a restaurant where they must work just to see what they want to order. Take down that obstacle with good, smart lighting.
Create Better Potential for Social Media Content
Digital marketing is an essential aspect of every business these days. So, you not only want to consider how lighting will impact your guests in person but how it will attract new business through the content you (or your customers) share on social media.
Millennial and Gen-Z customers aren't just looking for great food – they are looking for an Instagram-able experience. Good mood lighting is essential for creating great content that will be shared across various platforms.
While you don't have to set up your business for a professional photoshoot each night, the artful use of lighting to create a unique ambiance can help you market yourself online and encourage customers to do the same.
These are just a few reasons why good lighting is essential to the success of any business in the service sector. Use these tips to help improve the ambience and the vibe of your restaurant and bar, and make your business a new go-to for your ideal customers!
About the Author
Carolyn Mitchell is a freelance writer and content strategist with a passion for home décor. She can often be found re-painting and updating the furnishings in her home, and she is also a dedicated cat mom to two adorable kitties.
Hero image: Marcus Herzberg from Pexels
