Master Thesis Media Innovation - Static Art versus Ambient Visuals

Currently screen and light technology can be easily integrated in the architecture and environment. Media façades, digital signage, narrow casting, urban screens are all terms related to the use of screens in the public space. They are mainly used for advertisements, infotainment and art. Mostly content that has a narrative and communicates a direct message. Because of the content, most screens dominate the environment (and that’s mostly the purpose). By designing a different kind of visual content screens can blend more with the environment. Display technology can be utilized to create a dynamic atmosphere that can be perceived more unconsciously. But do dynamic elements within a space have benefits over a completely static environment? What is the emotional and atmospheric impact? 

A dynamic luminaire was designed consisting out of multiple colored LEDs that displayed ‘ambient visual’ content.  For the research two conditions where created. In one condition participants were tested in a room with the dynamic luminaire, in the other condition the test was in a room with a static poster. Two experiments were organized. In experiment 1 we had 15 people that participated in the poster condition and 14 participants in the luminaire condition. During the experiment that lasted about 35 minutes, the participants performed different activities. 

Their mood was assessed on several moments with the ‘Pick-A-Mood’ tool (Desmet, Vastenburg, Van Bel, & Romero, 2012). 

An EEG sensor was applied in order to measure alpha power during waiting and when they were looking at the object. 

The participants answered questions about their wait experience and at last they filled in the atmosphere questionnaire (Vogels, 2008). 

In Experiment 2 only the atmosphere in the two conditions was assessed with the questionnaire. In the poster condition 28 participants filled in the questionnaire, in the luminaire condition 29 people participated. 

Strong evidence was found that the dynamic luminaire in the room relaxes people much more than a static poster in the same room. When looking at the luminaire the relaxing effect is even higher. This conclusion is found by the analysis of the EEG data and analysis of the ‘Pick-A-Mood’ questionnaire data. There were no differences found for both conditions in the atmosphere experience and the wait time perception. 

The fact that a dynamic luminaires are relaxing is beneficial for the hotel and wellness sector. The promise of a relaxing and pleasant time is their main product. The healthcare sector needs products that can make the stay and treatments more pleasant. A dynamic luminaire or other ‘ambient visual’ product can help them with this.