167. Set the mood (Condition #16: lighting)

Have you ever heard someone say that stores set up specific types and intensity of lighting to get people to buy more stuff? Well, as much as that may *sound* like an urban legend, it’s not just true – it’s super true. Sorry, what I mean is that it’s true that stores are intentional about their lighting, but not just that there’s a specific type of light that makes people buy more, end of story. It turns out, according to a study from Nanyang Technological University and Northwestern University that you can use brighter light to make people want to buy stuff for practical reasons and dim light to make people want to buy stuff for pleasure. Seriously! A study by Cornell University found that diners are more likely to buy healthy food in well-lit restaurants. There are studies showing how lighting affects worker productivity in different types of workspaces. Lighting affects us! It makes us feel and behave in different ways. I’m no expert on lighting and don’t know exactly how to use lighting to achieve different objectives in the boardroom. I don’t know how to set the mood for a conversation where you’re dreaming about the future vs. a thorough review of financial statements. What I do know is that it matters. If you don’t have the resources to track down an expert to help you, maybe just try some stuff. What’s the worst that could happen?