Environmental Psychology and Biophilic Design in the HORECA Sector
The HORECA sector (Hotels, Restaurants, Cafes) is constantly evolving, and as designers, it is essential to stay updated by applying the principles of environmental psychology. In a highly competitive market, offering great food or services is not enough: the environment in which customers experience their visit plays a crucial role. Environmental psychology and Biophilic design in the HORECA sector are applied to improve the mood and behavior of those who frequent these spaces, which is fundamental for customer loyalty and attracting new visitors.
Environmental psychology studies how physical environments influence human behavior, and applying certain principles in HORECA design can transform customers’ perceptions.
In this article, we explore how to apply the principles of Environmental Psychology and Biophilic Design in the HORECA sector to create spaces that not only attract but also retain customers, enhancing their psychophysical well-being.
Sensory Design
Lighting: A 2019 study published in Frontiers in Psychology highlighted how choosing warm and adjustable lighting can improve the perception of comfort and intimacy in restaurants, positively influencing customer satisfaction.
This study used an experimental design involving a consumer panel to examine the effect of focal and general lighting on customer behavior. The research demonstrated that warm, adjustable lighting creates a welcoming and relaxing atmosphere, ideal for restaurants aiming to offer a more intimate and comfortable experience.
Acoustics: Good acoustic control is essential for improving communication between customers and increasing their satisfaction. A study described in the Journal of Environmental Psychology took a multidisciplinary approach to evaluate overall comfort in restaurants, using customer satisfaction surveys and on-site acoustic and lighting measurements.
The interventions involved acoustics, lighting engineering, and thermal engineering. After the renovation, the restaurant showed an overall improvement in comfort conditions, demonstrating how an integrated approach can positively influence the perception of comfort and customer satisfaction.
Byophilic Design
Credits: Arquitectura & Diseño
Natural Elements: Integrating elements like plants and natural materials not only enhances aesthetics but also reduces stress and improves the mood of customers. A 2020 study confirmed that these elements increase the likelihood of customers returning. Plants, vertical gardens, and natural materials such as wood and stone can transform the environment.
Thermal and Environmental Comfort
Temperature and Air Quality:
Air quality and thermal comfort are essential for the well-being of both customers and workers in the HORECA sector. A study by ASHRAE, based on Standard 55 “Thermal Environmental Conditions for Human Occupancy,” demonstrated how thermal comfort can significantly influence the duration of customers’ stays and their likelihood of returning. This standard takes into account various factors such as metabolic rate, thermal insulation, air and radiant temperatures, air velocity, and relative humidity to ensure acceptable thermal comfort conditions.
The study uses the PMV (Predicted Mean Vote) model and the PPD (Predicted Percentage of Dissatisfied) index to assess thermal comfort, predicting the average thermal sensation of occupants and the percentage of dissatisfied people. With the help of Computational Fluid Dynamics (CFD) simulations, designers were able to test and virtually optimize HVAC systems, making adjustments based on simulation results to address design flaws.
The results showed that good thermal comfort improves customer satisfaction, encouraging them to extend their stay and increasing the likelihood of return visits. Effective ventilation systems and adaptive climate control solutions are crucial to maintaining a comfortable environment and enhancing the quality of the experience.
Colors and Furnishings
Credits: Interior designed by Roomba Home
Design | Styling by Priszcilla Varga |
Visualization by Fabian Bulyovcsity
Color Influence: The colors used in restaurant and café interiors can significantly influence customers’ appetite and behavior.
Studies have shown that cultural and biological factors affect responses to colors. For example, red and yellow are often associated with ripe and nutritious foods, both in nature and popular culture, which can explain their effectiveness in stimulating appetite. Using these colors on walls, plates, and decorations can not only improve the aesthetics of the space but also positively influence customers’ eating behaviors.
A study published in Color Research & Application demonstrated that warm colors like red and yellow stimulate appetite and can increase food consumption. Specifically, red increases heart rate and creates a sense of urgency, leading to faster meal consumption, while yellow is associated with happiness and creates a welcoming, cheerful environment, encouraging people to stay longer and potentially order more. These findings highlight how a strategic use of colors in interior design can enhance the customer experience and boost sales.
Layout and Spatiality
Credits: The Finest Design Hotel – Torre de Madrid by Designer Jaime Hayon • Interior 3000
Flexible Spaces: Flexible layouts that allow for easy reorganization of spaces can enhance the functionality and appeal of environments.
Modular zones that adapt to different event configurations and people flow are essential for a positive experience.
Smart Home Systems: Integrating smart technologies to control lighting, temperature, and music can personalize the customer experience, making it more enjoyable. Smart home systems enable the creation of environments that are adaptable to individual preferences, improving the overall experience.
 Case Studies
Credits: Silo restaurant
Photography: Sam A Harris
Credits: Silo restaurant
Photography: Sam A Harris
Practical Examples: Restaurants like “Silo” in London and hotels like “1 Hotel Brooklyn Bridge” have successfully implemented the principles of sustainable and biophilic design, demonstrating how such approaches can significantly enhance the customer experience.
1 Hotel Brooklyn Bridge
Conclusions
Incorporating the principles of Environmental Psychology and Biophilic Design into the HORECA sector not only improves customer satisfaction and well-being but also fosters customer loyalty.
As architects and interior designers, specializing in these fields is a winning strategy for long-term success in the HORECA sector.
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