Welcome to this meetingsclub article and podcast on the psychology behind event lighting and why all event organisers should take note –

Truly ENLIGHTENING!

We all take light for granted. The sun in the sky, offices that are lit at a click of a switch or a row of streetlights helping us to find our way home. The psychology of lighting isn’t new, but it is only now really coming to the fore as it’s recognised good lighting can increase productivity at work, enhance a retail shopping experience and even help people sleep during a long-haul flight. But what about the world of conferences, product launches and special events? How can lighting play a role in creating the right environment, stimulate interest and help delegates retain information long after they’ve returned home? Well one London venue, 8 Northumberland Avenue in London is leading the world in this area and has invested thousands of pounds in intelligent lighting systems to create a memorable guest experience. meetingsclub’s Mark Bailey went along to find out more.

Psychology of Lighting

Research shows that colour can affect both our physical and emotional state. Rooted in our subconscious, different colours produce subtly different reactions.

Faber Birren (an American author and consultant on colour) suggested:

“There are different biological reactions to the two extremes of the spectrum, red or blue. Blue tends to have reverse effects, to lower blood pressure and pulse rate. Skin response is less, and brain waves tend to decline. Reaction to purple and violet is similar to reaction to blue. In human beings, red tends to raise blood pressure, pulse rate, respiration, and skin response (perspiration) and to excite brain waves and there is a noticeable muscular reaction (tension) and greater frequency of eye blinks.”

The Philips’s HealWell White Paper states:

“The psychological effects of light are related to the attractiveness, atmosphere and ambience of the environment (light intensity, intensity distribution, dynamic aspects, light colour and colour distribution within the field of vision) and they affect our mood, alertness, feelings and motivation.”

The use of lighting plays a major role in our lives in a number of different ways:

• Alzheimer patients who suffer from “Sundowning” (confusion experienced in late afternoon as they often wake up in the middle of the night due to the disruption of their circadian rhythm) have been exposed in an American study to bluish-white light for a 4 week period during the day, resulting in increased sleep quality as well as reducing depression.
• Birthing mothers have benefited from lighting techniques with a hospital in Denmark introducing a dedicated lighting system in its maternity wards to help mothers go through labour in a more relaxed state.
• Railway stations have installed blue lights on their train platforms to create a calm feeling helping decrease the number of suicides.
• Pharmaceutical companies have started to experiment with bright white light and exposures to blue-rich light throughout the day and then ending the workday with a warm, orange tone to wind down and create a positive energy to leave the office with.
• Retailers are investing in lighting technology to boost sales. A German retail clothing chain has experimented with different lighting in its stores after finding research that stated certain types of people/personalities were more likely to shop and stay in the store under bright white light. After the chain had adopted the lighting in one of its stores, they saw a 12% increase in sales, as well as an increase in the amount of time that customers spent browsing.

So what about the world of conferences and events? How can the psychology of lighting be applied to a two day meeting, a product launch or an intensive training course? Well 8 Northumberland Avenue, “London’s Most Central Venue” a minute’s walk from Trafalgar Square may well have the answer thanks to their amazing technological journey!

Historical Venue driven by Technical Innovation

Once upon a time, and not too many year ago venue event lighting was very simple. It was either on or off, unless you paid thousands of pounds to bring in expensive lighting rigs, complete with designers. In a bold move, 8 Northumberland Avenue, a Grade II listed building has become one of the first venues in Europe to install state-of-the-art, Intelligent Lighting. A technological venue leader, their mission, to bring about the death of ineffective conferences and events. And it’s working.

Managing Director Charles Boyd is a passionate driver of technological innovation, including in recent years the installation of futuristic 3D holographic technology to “beam” speakers into events from wherever they are in the World. “Ultimately it was a commercial decision to invest in the lighting systems” comments Charles. “We like to be at the front of the venue market, and it’s been really enjoyable process. In this day and age just offering a room to event organisers is not enough. The project has been even more exciting as normally cutting-edge technology is associated with a ‘white box’ venue rather than one with history and to bring both together is a magical combination.”

Stage 1 started with the installation of an AMBX intelligent lighting system, featuring a mind boggling 16.7 million colours per light. It was likened to “surround sound” in terms of the leap in experience from a single speaker. “Surround light” was born capable of producing a soothing atmospheric glow one minute, to an exciting firework display of light at the touch of a button. The effects are visually dazzling bringing immediate impact to any presentation or event, even capable of being linked to music to create a real assault on the senses.

But that was just the start of the story. Not content with standing still, in 2019 Charles approached top lighting designer Rowena Preiss from New Concept Lighting to design and mastermind a complete technology overhaul. The former Creative Director for Philips Lighting, Rowena has been instrumental in taking 8 Northumberland to the next level through the introduction of Renu Stealth Robotic Lighting.

Created to produce a system that is both advanced and sophisticated whilst also being easily understood and controlled, Renu Stealth could vastly improve guest and delegate experience, through directional zoom and 520 by 260 degrees movement. In essence these lights bridge the gap between architectural light (think museum spotlights) and AV lighting for a concert or stage show. Now light can be harnessed in a unique and vibrant way, something not seen before. But how can the psychology of light work be directly applied to the benefit of an audience attending a conference or event?

An Enlightening Experience

Ever staged an event with delegates suffering with jet lag or travel fatigue? Or needed to re-focus and energise your audience after lunch? Is your ultimate aim when organising an event for attendees to leave in a positive mood? If these questions sound familiar different lighting states and colours used could be the answer.

In the same way that any good event planner or organiser will consider the format, structure and content of the day, 8 Northumberland Avenue operational staff firmly believe that the same care and attention should be given to event colour choices.

A blue-rich light as people arrive and during the first morning sessions will energise people, making it especially helpful for delegate who have travelled a long way. Being exposed to a blue light at the appropriate time of day will significantly help tiredness and wake up the body.

Using red tones to heighten energy levels and re-focus delegates post-lunch in the traditional “graveyard slot” should be considered to avoid the afternoon slump, when as much light as possible is needed!

And don’t forget the power of natural light. On a scale of 0-100 where 0 = pitch black and 100 bright sunlight, it’s interesting to note that artificial light in a car park is around 40. Standard LED lights operate between 70-80. But the LED Robotic lights at 8 Northumberland Avenue hit 90 on the scale, nearly the same as being outside and in summer daylight! After a few hours you really do notice the difference and feel more awake at the end of the day. The ability to create ‘realistic daylight’ vastly improves the ambience of an event. Alternating through different whites, greys, yellows, pinks and blues, creates a realistic daylight effect that static lighting simply cannot replicate. Plus, the ability to shine with precision “natural light” directly on to a table where people are training, or groups are working together helps concentration levels – a win-win for all concerned.

And delegates really do notice the difference. Charles Boyd recounts a story of a delegate who was convinced he was on the ground floor as he tried to find the exit to leave the building. When it was pointed out that he was “below ground” and needed to take the stairs up a level, the guest found it hard to comprehend as he was convinced that natural light had been pouring into the conference room he’d been in all day!

Intelligent or smart lighting can play a big part in the success of an event, which often starts months before at the initial showground of the venue. Even in an empty room or one that is not necessarily set up in the style and format for the prospective clients’ event, colour helps people to visualise their event often because of the association created by matching exactly their corporate brand colour. The question “what’s your favourite colour” takes on a completely different meaning, with venue staff reporting how positive and emotional colour can have on an individual.

But that’s not quite the end of the story. There are additional benefits for anyone thinking of holding an event at 8 Northumberland Avenue, using their sophisticated lighting technology.

Benefits

Reduce costs

It’s estimated that if you were to hire in this level of lighting design it would be in the region of £30,000. The good news is that it’s included in the room hire charge and because it is pre-installed that are no extra room set up or derig costs.

Creative room changes

The same room which is holding a formal conference in the morning can be transformed by the use of different lighting states to an evening gala dinner. The look and feel are completely different and means event organisers don’t have to book another room or even another venue, thereby making budget savings. Networking events, exhibitions, training courses, product launches or award ceremonies all work thanks to the flexibility of the lighting.

Easy to use

The software is deceptively easy to programme and use, saving even further expenditure on technical staff and lighting designers. The user-friendly interface means even the biggest technophobe will feel comfortable as the technology can be programmed and run from an iPad.

Branding opportunities and more space

The Lighting system certainly enhances the brand experience with the ability to match colour pantones with astonishing accuracy. The miniaturisation of the lights also means they do not detract from the aesthetics of an event. There are no lights blocking tables or cables trailing across the floor and no bulky rigging taking up valuable event space.

Environmentally friendly

The Renu Stealth LED lights are 80% more efficient than traditional fluorescent and incandescent lights. Startingly, the same energy that was once powering just the wall lighting now powers the entire room, plus their longer life span means in the long-term lower carbon emissions.