Analysis of factors affecting visual comfort in hotel lobby

Ziwen Geng; Wei Le; Benhai Guo; Hongjuan Yin

doi:10.1371/journal.pone.0280398

. 2023 Jan 19;18(1):e0280398. doi: 10.1371/journal.pone.0280398

Analysis of factors affecting visual comfort in hotel lobby

Ziwen Geng ^1,^*, Wei Le ^2,^*, Benhai Guo ², Hongjuan Yin ²

Editor: Thiago P Fernandes³

PMCID: PMC9851505 PMID: 36656877

Abstract

From the perspective of emotion, utilizing eye tracking technology, this paper proposes 12 different 3D hotel lobby models to investigate how would the light illuminance, wall color, decoration style and music genre affect the visual comfort specifically. The experiment results show that the illuminance of the lamp, the color of the wall, and the decoration style have a significant impact on visual comfort. The music genre would not affect consumer’s visual comfort perception of lamp illuminance, wall color and decoration style. Normal illuminance brings the most comfort, followed by bright illuminance, and then dim illuminance; Warm color brings more comfort than cool color; and Chinese style lobby brings more comfort than European style.

Introduction

Hotel lobby visual comfort is an important factor to determine the first impression of consumer experience, which not only affects consumers’ initial purchase decision, but also relates to the formation of consumers’ patronage motivation. It has been one of the hot topics in academic circles. After summarizing the factors influencing hotel’s comfort, we found that visual conformation affects consumer perception and plays the most important role in sensory evaluation factors. However, visual comfort, which ultimately affects people’s motivation to consume and how visual setting affects visual comfort, was often overlooked. Although there have been lot of visual setting studies on restaurants, resorts and hotels, Durna et al.(2015) believed that more empirical research was needed to investigate the impacts of different servicescape elements on customer response [1]. Especially for the service industry of hotel, the main stimuli of the hotel lobby includes: color, illuminance, decoration style and spatial scale [2]. In the design of a hotel, decoration style would be determined firstly; In restaurants and the other similar scenes, lamp illuminance and color would be the key visual factors affecting customer sentiment and behavioral intentions, and also the important factors of creating a warm atmosphere. There is an interaction between consumers’ senses [3, 4]. For instance, Music may affect the visual comfort brought by illuminance and color. Compared with altering size of hotel lobby space, changing music genre, illuminance and wall color could improve consumers’ comfort more cost-effectively and easily. Generally speaking, previous studies on comfort in hotel industry only involved one factor such as color or lighting. However, these factors have been proved to exert significant impact on consumer sentiment and satisfaction, but in reality, we experience the overall comfort of hotel lobby, not only the comfort brought by illuminance or color. Therefore, we study the illuminance level, wall color, decoration style and music genre in one model.

After understanding the factors that influence visual comfort, we also need to address how to measure comfort scientifically. Previous studies, which had some drawbacks, measured comfort only by subjective questionnaires. On the one hand, it is difficult for consumers to clearly remember the comfort feelings at the time. On the other hand, their responses to certain comfort are unconscious and are difficult to distinguish, and lack timeliness and effectiveness. Therefore, the scientific and rational measuring method is important in enhancing of visual comfort research. Visual comfort can be defined as “subjective conditions of visual happiness caused by the visual environment” [5]. A lot of psychological evidences show that visual comfort and emotion are inextricably linked. For example, in a visually comfortable environment, people will feel relaxed, happy and excited [6]. Therefore, we take advantage of eye tracking technology to measure comfort mainly for two reasons. Firstly, there have been considerable mature studies proving that eye movement indicators can measure emotion, which could imply comfort. Secondly, Vytautas Abromavičius and Artūras Serackis (2018) showed that pupil diameter and the number of fixation points could be used to measure visual comfort [7]. In conclusion, based on the relationship between visual comfort and emotion, this study utilizes eye-tracking technology (pupil diameter and fixation points) and questionnaires to measure the effects of light intensity, warm and cool color, decoration style and music style on visual comfort.

Research on the influencing factors of hotel visual comfort

As customers are motivated by everything for good feelings and comfort, hospitality businesses need to invest heavily in space design according to their marketing strategies. Specifically, as for the aspect of sensory, hotel operators can choose illuminance, color, fixed decorations, and the other factors affecting the overall comfort experience of customers [8]. Comfort has been cited widely in the hospitality industry, but the studies on the impact of hotel visual comfort is very rare. The interpretation of comfort is also narrow [9]. Comfort is a state in which people and environment are relatively balanced in psychology, physiology and physics. When human body is in balance, the feeling could be called comfort. If this balance is broken by external factors, an uncomfortable feeling would arise [6]. In this paper, visual comfort is defined as the physiological and psychological pleasure balance caused by external visual stimuli such as illuminance and color.

Vision often provides the primary sensory cue of lobby. Relevant statistics show that more than 80% of the information acquired by the human body comes from vision, and vision is the most important perception of humans and animals. Diţoiu and Cǎruntu (2014) interviewed 500 young people and found that when they selected destinations, visual elements accounted for 98.2% of the perceptual evaluation factors [2].

In the study of hotel comfort impact, visual comfort is the most crucial sensory dimension, but visual comfort is often neglected and rarely studied. In residential environments, the visual comfort of lighting is most affected by illuminance and color temperature [10]. Under high illuminance, which is more conducive to the relief of fatigue, and the level of anxiety would decline. Providing a user-friendly and user-controlled lighting system for hotel rooms helps to improve customer satisfaction [11]. Siamionava et al. (2018) found that hotel wall color would affect customers’ perception. Participants prefer to stay in the blue room [12]. Li et al.(2015) suggested that the decorative style would affect consumers’ purchase intention [13]. The warm atmosphere created by lighting, color and other factors could guide customers’ behavior. Through the analysis of the key visual dimensions of the hotel lobby, it is found that the light illuminance, wall color and decoration style are the top three factors affecting customer comfort. There is an interaction between the senses. Humans are exposed to multi-sensor stimuli in the environment affecting their perception. Vision would affect the sense of taste, dim lighting would enhance the sense of taste, and the perception of auditory quality affects the perception of visual quality [14]. For example, music would affect customers’ perception of light and color [15, 16].

In recent years, experiential marketing in the hospitality industry has developed rapidly [17, 18]. When choosing a hotel, customers consider not only cognitive attributes (e.g., price, food quality, services, and national brand), but also affective (e.g., comfort and entertainment) and sensory attributes (e.g., overall atmosphere, room quality) [19]. Moreover, the servicescape is an effective prerequisite for formation of a good impression and pleasure of the customer [20]. Alfakhri et al.(2018) explored the lived experience of design and art in the hotel landscape. The results showed that the interior design elements would trigger consumers’ emotions (i.e., entertainment, relaxation and satisfaction), which in turn would affect their behaviors (i.e., loyalty, time spent, price sensitivity, social interactions, and word of mouth) [21]. Therefore, it is important to understand how ambience affects the consumers’ experience about comfort. This paper is dedicated to exploring the influences of different hotel lobby designs. Specifically, we will focus on three different lighting illuminance (bright, normal, dim), two wall colors (cool, warm) and two styles of decoration (Chinese style and European style) in the environment of Chinese or European style music.

Physiological measures of visual comfort and mood

Emotion is conceptualized as a multi-component response to an emotionally potent antecedent event, causing changes in subjective feeling quality, physiological activation and expressive behavior [22]. In order to better clarify the mechanism of emotion and motivation, Izard (2013) proposed “Different Emotions Theory (DET)”, arguing that emotions comprised of facial expressions, brain and nerve related activities and emotional experience. He proposed the “emotion-cognitive-motor response” model. He believed that emotion was the basic motivation and cognition played an important role in process. The interaction of emotion, cognition and movement system produce a certain of experience, emotion and response [23]. Customer emotional experience is generated through the interaction of cognition, sensory choices and affection in the hotel context. It is important to examine the consumers’ choice behavior through a comprehensive understanding of the interaction of these different attributes [19]. In order to better explain the relationship between service scenarios, emotional responses and behavioral intentions, Mehrabian and Russell (1974) proposed a Stimulus-Organism-Response (S-O-R) theory model. In the SOR model, the relationship between stimulation, body and response can be interpreted as three phases: the body’s perception of environmental stimuli, the interpretation of visual information as emotions, and the response to stimuli based on emotional responses [24]. As an important part of the visual service scene, Knez and Hygge (2002) showed that indoor lighting could affect emotional, cognitive processes and physiological functions. Specific color triggers specific emotions, and red (as opposed to blue) triggers more active physiological changes [25]. Warm colors (especially red) can trigger excitement, while cool colors (especially blue) are associated with feelings of relaxation, peace and pleasure [26]. Music also changes physiological indicators such as human heart rat [27].

Emotional changes are mainly controlled by the sympathetic nervous system, which in turn affects changes in eye movement indicators. Therefore, it is a reasonable and effective way to observe emotional changes through eye movement indicators. Traditional emotion measurement mainly adopts self-reporting method. With the maturity of emotion theory and technology, the requirements for the accuracy of user emotion data measurement have been increasing gradually. Various objective physiological measurement methods, such as eye tracking, multi-channel physiological instruments, EEG and other physiological index methods have been used to monitor emotion-evoked physiological signals to measure user emotions [28]. Research by Vytautas Abromavičius and Artūras Serackis (2018) has shown that pupil diameter and the number of fixation points could be used to measure visual comfort. The “uncomfortable” visual comfort score corresponds to the largest pupil size and less fixation points [7]. For the visual aspect, the favorite brand could bring more pleasant visual perception than ordinary brand, and the associated blinking amplitude is tremendously reduced [28]. Compared with subjects with negative emotions, subjects with positive emotions observe the target for a longer time and a wider range [29]. There is a linear relationship between customer’s pupil size and aesthetic pleasure. When the image is assessed as pleasant and comfortable, the pupil tends to expand, otherwise the pupil tends to narrow [30].

In the service and leisure environment, emotion is one of the core elements of customer satisfaction [31]. Hotel guests’ sentiment constitutes an important part of satisfaction and loyalty during their stay [32]. Emotion is a key factor affecting the success of the service industry. When individual’s mood and comfort change, the corresponding physiological indicators will also change, such as pupil diameter (the pupil diameter is used to describe the size of the pupil) and number of fixation points (the fixation point is the stop point of the eye on the observation target). Usually, when the duration of the stay points is more than 100 ms, it is called fixation (the number of fixation points is the number of these stay points) [33]. Through the specific changes of these indicators, individual emotional changes can be measured, which provides a theoretical basis for the study (see Fig 1).

Fig 1 — (Picture from web search (https://detail.youzan.com/show/goods?alias=2fmniq6pospdh&activity=)).

Influence of light illuminance, wall color, decoration style and music genre on mood and comfort

Lighting, which affects the overall impression and perceived comfort of the lobby, is an indispensable factor in hotel lobby design [11, 34], and lighting is the most effective factor in motivating customers to consume. Ambient light affects visual input and may vary in color, distribution, and glow. Compared with the other factors, lighting comfort is affected by illuminance and color temperature more [10]. Low-illuminance light is more likely to cause visual fatigue. It is easier for color of lower-contrast with darker lighting and simple decoration to create a relaxed and romantic atmosphere [4]. Some scholars have also found that warmer and brighter light bring a stronger sense of well-being and pleasure, and bright light can make subjects less sleepy and more energetic [3]. For color temperature, Yu and Akita (2019) argued that higher spatial lighting correlated with higher color temperature. A lower color temperature produces a higher sense of security, positivity, and tranquility [11]. Light intensity affects people’s feeling and emotion physiologically and psychologically [35]. Specifically, compared to room with cool white light (relatively high color temperature), room with warm white light tends to be perceived as more positive (i.e. pleasant, attractive, and relaxing) atmospheres [36].

In addition to good visibility and visual comfort, as well as creating a pleasant ambience and an aesthetically pleasing environment, good ambient lighting should also stimulate emotion [37]. In addition to affecting consumers’s sleep and mood indirectly, light can regulate mood by activating brain regions involved in emotional processing directly (i.e., the medial amygdala and lateral habenula) [36].

The interaction of light and sound also affects people’s perception on environment. Different environments imply different lighting requirements. In real life, some hotel lobby lighting design is too bright and dazzling, some are too dim, imposing people an uncomfortable feeling. Light illuminance affects the mood and visual comfort of consumers. Based on this, this paper proposes the following assumption:

H1. The illuminance level of hotel lobby would affect the visual comfort of the consumer.

Color is one of the most influential factors in object and space recognition, and shaping understanding by color contrast is often more effective than by illuminance contrast. color in man-made environments could play various roles, such as identification, symbolism, semiotics, emotional control, physical and mental comfort, and communication [37]. Color has a strong impact on consumers’ visual comfort, emotion, value perception, and behavior. The emotional effect of color is particularly important in hotel industry, as emotion is very important for customers’ satisfaction [12]. Among them, color has the most significant impact on the perception of hotel lobby atmosphere [34]. In luxury hotel aesthetics, cool color is better and more flattering than warm color. In addition, warm color is cheaper than cool color in consumers’ minds, so they usually prefer warm color to cool color [38]. Through a study of 496 participants, Tantanatewin and Inkarojrit (2018) found that warm-colored restaurant scenes would give customers a higher level of pleasure, and the pleasure brought by the color would increase customers’ choices of entering the restaurant, and it would be easier to satisfy consumer [39]. There was an interaction between color and multiple factors, for example, the interaction between light and color revealed that warm color under bright illuminance can cause negative perceptions and reactions from customers, and users’ evaluation, excitement and willingness to purchase are reduced correspondingly, but the warm color under soft lighting produces diametrically opposite effects [40]. The interaction between music and color showed that participants felt more excited and pleasant in fast music and warm color conditions than those in slow music and cool color environments. Furthermore, the consistency of these two factors enhanced the effect of atmosphere on people’s emotional responses. However, for hotel lobbies, the visual factor is more important, and therefore the interaction between lighting and color is more meaningful [41].

Consumer perception of color creates a mental process that produces positive behavior. This process and behavior happen instinctively [42]. Colors has a significant impact on mood and visual comfort, and customers prefer warm color. Therefore, in real life, whether in hotel or restaurant, warm color is often used to create a warm atmosphere, but the warm color under bright illuminance would reduce customers’ comfort. Therefore, it is speculated that under the non-bright illuminance, the warmth of the hotel lobby is more visually comfortable. Based on this, the following two assumptions are made:

H2a. The visual comfort of a warm-colored hotel lobby is greater than that of a cool-colored one.

H2b. In the normal light atmosphere, the warm-colored hotel lobby is more comfortable than the cool-colored one.

Ambient atmosphere and interior design are defined as hotel landscape. Growing interest in service landscapes has prompted luxury hotels to enhance the uniqueness of their rooms, and invest heavily in the design and interior of lobbies and public areas to meet the diversity of customers’ aesthetic values [38]. Countryman and Jang (2006) studied the atmosphere of hotels and accommodations using scenes and photographs of hotel lobbies, identifying the elements in the hotel lobbies that contributed the most to the overall impression. Of the six elements they examined, layout, style, color, lighting and furniture, three were found to be unique and important at a level of 5% or more—style, color, and lighting [34]. Therefore, each hotel lobby used light, color, sound, spatial layout and function and signs to the extreme, creating a unique emotional environment, impressing consumers through sensory stimulation, and attracting consumers to visit again. The decoration style of the hotel would affect the consumers’ willingness to stay. Especially in the cultural atmosphere of China, compared with the higher conspicuous decorative style, the lower conspicuous decorative style can stimulate customers’ willingness to purchase hotel’s service [13].

Style is a key element of interior design influenced by a variety of factors. Because individuals are very different in style preferences, some prefer Chinese style, and others prefer European style. Different styles of lobby with different genres of music would have very different effects. If the hotel style caters to consumers’ aesthetics, it would create a comfortable and pleasant atmosphere to bring happiness and peace for customer. Based on this, the following assumption is made:

H3. The decoration style of hotel lobby would affect the visual comfort of consumers.

The company tries to create unique emotional environments in which the music matches the architecture, lighting, color and corporate identity. For example, many hotels and restaurants employ professional sound designers to create unique and personalized musical environments. Famous hotels and restaurants around the world have adopted perceptual strategies to select music matching the entire atmosphere to enhance the customer’s experience of services. Interactions between the senses are mainly manifested in their direct influence on mood [43]. While lighting, color and decoration style are all the key visual factors, and they form the overall sensory stimulation that hotel lobbies intend to bring to guests. Therefore, it is not enough to study only one factor. For example, music often interacts with other environmental factors, and musical emotion is significantly associated with lighting [16, 44]. There are also structural correspondences (such as emotional expression, hierarchical organization, and contrast) between color and music [45]. Using a combination of music and color to maximize their emotional impact. Emotion will be enhanced if the lighting corresponds to the music enjoyed by audience, as the combination of music and lighting promotes the emotional impact [15]. Demoulin (2011) studied the consistency of music and the overall atmosphere and showed that consistency between music and the atmosphere of the service landscape was crucial. Higher musical consistency led to lower arousal and greater happiness. Music that aligns with the atmosphere of servicescape creates a feeling of relaxation, calm and joy. Happy customers rate the service environment and service quality higher. Musical consistency improves directly customer’s perception on service quality [43].

In summary, music tends to interact with visual factors such as lighting, color, and style in the environment. The same visual environment with different music may have a very different effect. When the music genre is consistent with the decoration style of the hotel lobby, it creates a pleasant and comfortable atmosphere. Therefore, this paper proposes the following assumptions:

H4a. Compared to the Chinese-style hotel lobby where European music is played, the Chinese-style hotel lobby where Chinese music is played brings more visual comfort.

H4b. Compared to the European-style hotel lobby where Chinese music is played, the European-style hotel lobby where European music is played brings more visual comfort.

H4c. Compared to the European-style hotel lobby where European music is played, the Chinese-style hotel lobby where Chinese music is played brings more visual comfort.

Methods

Participants

The total number of valid participants was 43 and they all had hotel experience, and they were paid volunteers, including 28 young-adult Chinese female university students (Mean age = 22.54 years, SD = 2.24) and 15 young-adult Chinese male university students (Mean age = 22.80 years, SD = 3.19). The participants had no obvious preference for Chinese-style or European-style hotels. All participants had normal or corrected-to-normal vision.

Ethics statement

This experiment was approved by the Review Board of China Jiliang University, the participants informed consent in written. Our study adhered to the Declaration of Helsinki.

Experimental design

This experiment was 3(light illuminance: bright, normal, dim) × 2(wall color: cool, warm) × 2(decoration style: European, Chinese) × 3(music: no music, Chinese music, European music), a four-factor within-group design experiment. The experiment employed eye-tracking technology, and collected data by questionnaires. The purpose of the experiment was to evaluate lighting illuminance (bright, normal, dim), wall color (cool, warm), decoration style (European style, Chinese style) and the influence of the two styles of music on visual comfort. This paper draws on the PANAS (The Positive and Negative Affect Scale) emotional self-rating scale (Watson et al, 1988) to measure emotional response [46], where the dependent variables were visual comfort and two eye movement indicators (pupil diameter, number of fixation points).

Apparatus and stimuli

The Instrument used was an Germany-Made IViewX hi-speed Eye Tracking System made by SensoMotoric Instrument (SMI). The technology basis of the eye-movement tracking system was infrared corneal and pupil reflex technology. The sampling frequency was 500Hz. The visual stimuli were presented on a 17-inch Cathode ray tube display with a resolution of 1280 × 1024 pixels. In the experiment, one notebook screen was employed to display stimuli and record data, one screen was used to display stimuli, and the other screen was used to record eye movement data. Experiments were designed and played by the Experiment Center software, namely, iViewX3.5 software, for eye calibration and recording of experimental eye movement data, and BeGaze3.5 software was used for extraction and analysis of eye movement data.

A 3D hotel lobby model was based on a compilation of typical hotel lobby, and 12 3D lobby models were made by 3d Max software according to three variables: 3(light intensity: bright, normal, dim) × 2(wall color: cool color, warm color) × 2(decoration style: European, Chinese). The size of models was 2400 × 1500 in pixel. Firstly, in order to design a more reasonable hotel lobby model, we invited a hotel design expert to design the first draft of the model. Secondly, we invited participants to evaluate whether the lighting illuminance, wall color and decoration style of the hotel lobby model met the cognitive standards, and whether the hotel lobby design was reasonable. According to the opinions of the participants, we adjusted the hotel lobby model and added a serviceman behind the counter, reduced the light intensity of normal lighting and dim lighting in the lobby.

In order to verify the scientific validity of the experiment and the questionnaire, the researcher conducted a pre-experiment before the formal experiment. The pre-experiment intended to achieve the following three purposes: 1. The subjects evaluating whether the experimental process and time setting were reasonable. 2. The subjects assessing whether the description of the questionnaire was accurate and clear. 3. offering subjects 6 Chinese-style and European-style songs, and asking them to choose two more suitable songs.

Finally, the color value of cool color room is 0 and that of warm color room is 19. The specific color index is shown in Table 1. Light intensity is the three indicators determined according to the feelings of the subjects in the preliminary experiment. The bright light intensity is 13000cd, the normal light intensity is 9000cd, and the dim light intensity is 2000cd. Chinese music is “ErhuChant”, European music is Chopin’s “Nocturne”.

Table 1. Color indicators of room models.

Serial Number	Variable	Hue	Saturation	Value	RGB	Color Number
1	Cool color	26°	0	0	R: 255	#ffffff
					G: 255
					B: 255
2	Warm color	26°	34	19	R: 223	#dfb594
					G: 181
					B: 148

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Note. R is the intensity value of the red channel. G is the intensity value of the green channel. B is the intensity value of the blue channel

Procedures

The experiment was performed in an eye movement laboratory with constant temperature and illuminance. All stimulation materials were displayed on the computer screen through the Experiment Center software. The experimental process includes five groups of sub-experiments (1. Observing the 12 hotel lobby models without music. 2. Observing the 6 Chinese-style lobby models in which Chinese music was played. 3. Observing the 6 Chinese-style lobby models in which European music was played. 4. Observing the 6 European-style lobby models in which Chinese music was played. 5. Observing the 6 European-style lobby models in which European music was played.). Each group of experimental data collection consisted of two parts.

Before the experiment, Part 1, the subjects familiarized themselves with the laboratory environment and experimental requirements firstly and then subjects sat in a comfortable chair. Setting the distance between the eyes and the screen to 60 cm. When the five-point gaze tracking correction reached the standard level, the formal experiment started. During the formal experiment, participants would see detailed experimental instructions on the screen, and the presentation time is 5s (“You are a consumer who is preparing to stay at the hotel. Then you will walk into the hotel lobby and see the lobby environment. The lobby model will be automatically presented after 7s.”), a black screen for 2 seconds appeared, followed by stimulus images (the presentation time of each stimulus image was 5s, and a 2s black screen appeared between alternate images). The second part, the stimulus picture was presented again, and the participants verbally explained their emotions and comfort experience to the experimenters. The sentiment scale included eight emotional questions based on the PANAS emotional self-rating scale (Watson et al., 1988) [46], which were modified according to research needs, and the Likert 7-point scale for arousal. After offering the answer, the subjects rested 10 minutes for the next set of experiments (see Fig 2). After the experiment, the data was imported into R3.5.0 for analysis of variance.

Eye movement recording

Before the formal experiment, the position and angle of the camera and the screen should be adjusted so that the binocular image was centered on the screen and stable. A slight movement of the subject’s head would not cause the projection to be lost, and the subject’s blink could be recovered quickly. A nine-point calibration and validation procedures were performed before starting each block so as to ensure the reliability of the eye tracker and data accuracy. When the X and Y direction calibration accuracy was less than 0.5 degrees, it reached the best status; if the X and Y direction errors were within 1.0 degree, it was qualified; if one direction error was greater than 1.0 degree, it needed to be recalibrated.

Results

Eye movement data analysis

The total effective test subjects were 43 people. Subjects’ eye movement data was imported into R3.5.0 and SPSS25.0 for ANOVA, with Bonferroni correction applied for post hoc tests. Analysis of the results of direct pupil and number of gaze points showed that the main effect of the light illuminance was significant at the 0.01% level, and the main effect of wall color was significant at the 5% level, but the main effect of decorative style was not significant. According to the results of post-mortem analysis, the number of gaze points was lowest in the dim room ( ${\bar{x}}_{\dim illuminance}$ = 9.83) and slightly higher in the normal room ( ${\bar{x}}_{normal illuminance}$ = 13.70) than in the bright illumination room ( ${\bar{x}}_{bright illuminance}$ = 13.59). For wall color, subjects had fewer gaze points ( ${\bar{x}}_{warm color}$ = 11.456) in warm-toned rooms.(see Table 2).

Table 2. ANOVA results for pupil diameter and number of gaze points under different types of stimulation.

Variables	Df	MS	F	p
2×3×2×2 ANOVA results for pupil diameter
Light illuminance	2	91.80	263.56	< .0001^***
Variables	Difference	SE	df	p
Post-event comparison test of light intensity
Bright illuminance–Dim illuminance	-1.03	0.03	84	< .0001
Bright illuminance–Normal illuminance	-0.42	0.03	84	< .0001
Dim illuminance–Normal illuminance	0.61	0.03	84	< .0001
Variables	Df	MS	F	p
Wall color	1	0.95	2.74	0.10
Decoration style	1	0.28	0.81	.369
Music genre	1	0.44	1.27	.260
2×3×2×2 ANOVA results for the number of gaze points
Light illuminance	2	20.61	62.87	< .0001^***
Variables	Difference	SE	df	p
Post-event comparison test of light intensity
Bright illuminance–Dim illuminance	3.77	0.58	84	< .0001
Bright illuminance–Normal illuminance	-0.11	0.58	84	0.9804
Dim illuminance–Normal illuminance	-3.88	0.58	84	< .0001
Variables	Df	MS	F	p
Wall color	1	2.36	7.20	0.007^*
Variables	Difference	SE	df	p
Post-event comparison test of wall color
Cool color—Warm color	1.84	0.40	42	< .0001
Variables	Df	MS	F	p
Decoration style	1	0.08	0.23	.629
Music genre	1	0.25	0.77	.381

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Note.

***p< 0.001

**p< 0.01

*p< 0.05.df is the degrees of freedom;MSE is mean square error; The F value is the statistic for the F test; Difference is the difference in the post hoc comparison test; SE is Standard Error.

The interaction among lighting illuminance, wall color and decoration style was significant. Bonferroni-corrected post hoc analysis results showed that in the lobby of Chinese style, bright illumination cool color ( ${\bar{x}}_{Chinese decoration style ‐ bright illumination ‐ cool color}$ = 18.76) caused the highest number of viewpoints, followed by normal illumination cool color ( ${\bar{x}}_{Chinese decoration style ‐ normal illumination ‐ cool color}$ = 15.64), and dim illumination ( ${\bar{x}}_{Chinese decoration style ‐ \dim illumination ‐ warm color}$ = 9.38) remained the lowest. In the European-style hotel lobby, normal illumination warm color ( ${\bar{x}}_{European decoration style ‐ normal illumination ‐ warm color}$ = 15.59) led to the highest number of gaze points, and dim illumination warm color ( ${\bar{x}}_{European decoration style ‐ \dim illumination ‐ warm color}$ = 8.14) were the lowest. In contrast to the predicted findings, there was no interactive effect between decoration style and music genre (see Tables 3 and 4).

Table 3. Interaction effects and post hoc ANOVA results.

Variables	Df	MS	F	p
2×3×2×2 ANOVA results for pupil diameter
Light illuminance: Wall color	2	0.14	0.41	.664
Wall color: Music genre	1	0.02	0.06	.800
Light illuminance: Music genre	2	0.07	0.21	.808
Decoration style: Music genre	1	0.36	1.02	.312
Light illuminance: Wall color: Decoration style	2	1.94	5.58	.004^*
Light illuminance: Wall color: Music genre	2	0.05	0.13	.879
Light illuminance: Decoration style: Music genre	2	0.11	0.30	.730
Light illuminance: Wall color: Decoration style music genre	2	0.05	0.14	.868
2×3×2×2 ANOVA results for the number of gaze points
Light illuminance: Wall color	2	0.09	0.28	.756
Light illuminance: Decoration style	2	2.75	8.39	< .0001^***
Wall color: Decoration style	1	0.78	2.38	.123
Light illuminance: Music genre	2	0.14	0.43	.648
Wall color: Music genre	1	0.10	0.31	.574
Decoration style: Music genre	1	0.18	0.55	.46
Light illuminance: Wall color: Decoration style	2	11.96	36.47	< .0001^***
Light illuminance: Wall color: Music genre	2	0.57	1.73	.178
Light illuminance: Decoration style: Music genre	2	0.01	0.04	.960
Light illuminance: Wall color: Decoration style music genre	2	0.05	0.14	.868

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Note.

***p< 0.001

**p< 0.01

*p< 0.05.df is the degrees of freedom;MSE is mean square error; The F value is the statistic for the F test; Difference is the difference in the post hoc comparison test; SE is Standard Error.

Table 4. Interaction and post-hoc ANOVA results of lighting illuminance and decoration style.

Variables	Df	MS	F	p
2×3×2×2 ANOVA results for gaze points
Light illuminance: Decoration style	2	2.75	8.39	< .0001***
Variables	Difference	SE	df	p
Post-mortem contrast test of lighting intensity and decoration style
Chinese decoration style
Bright illuminance–Dark illuminance	7.00	0.75	160.69	< .0001
Bright illuminance–Normal illuminance	1.96	0.75	160.69	0.026
Dark illuminance–Normal illuminance	-0.53	0.75	160.69	< .0001
European style decoration
Bright illuminance–Dark illuminance	0.53	0.75	160.69	0.755
Bright illuminance–Normal illuminance	-2.18	0.75	160.69	0.011
Dark illuminance–Normal illuminance	-2.72	0.75	160.69	0.001
Bright light illuminance
Chinese style—European style	3.72	0.76	112.54	< .0001
Normal light illuminance
Chinese style—European style	-0.43	0.76	112.54	0.0005
Dim light illuminance
Chinese style—European style	-2.74	0.76	112.54	0.5743

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Analysis of questionnaire data

Conducting repetitive analysis of variance within the test for comfort, the results showed that the main effect of the light illuminance, wall color and decoration style were significant at the 0.01% level, but music genre had no significant effect on visual comfort. Consistent with the post hoc analysis of eye-movement data, dim lighting ( ${\bar{x}}_{\dim illuminance}$ = 1.756) was the least comfortable, and there was no significant difference between bright ( ${\bar{x}}_{bright illuminance}$ = 4.509) and normal illumination ( ${\bar{x}}_{norma illuminance}$ = 4.564). The warm color ( ${\bar{x}}_{warm color}$ = 3.756) or Chinese lobby ( ${\bar{x}}_{Chinese style}$ = 3.775) was more comfortable and the music did not affect the subjects’ comfort level (see Table 5).

Table 5. ANOVA results for comfort under different types of stimulation.

Variables	Df	MS	F	p
2×3×2×2 ANOVA results for comfort score
Light illuminance	2	883.68	717.61	< .0001^***
Variables	Difference	SE	df	p
Light intensity after contrast test
Bright illuminance–Dark illuminance	2.75	0.15	84	< .0001
Bright illuminance–Normal illuminance	-0.06	0.15	84	0.93
Dark illuminance–Normal illuminance	-2.81	0.15	84	< .0001
Variables	Df	MS	F	p
Wall color	1	22.00	11.87	< .0001^***
Variables	Difference	SE	df	p
Post-event comparison test of wall color
Cool color—Warm color	-0.29	0.05	42	< .0001
Variables	Df	MS	F	p
Decoration style	1	28.21	22.91	< .0001^***
Variables	Difference	SE	df	p
Post-event comparison test of decoration style
Chinese style—European style	0.33	0.09	42	0.0009
Variables	Df	MS	F	p
Music genre	1	2.94	2.39	.122

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Note.

***p< 0.001

**p< 0.01

*p< 0.05.df is the degrees of freedom; MSE is mean square error; The F value is the statistic for the F test; Difference is the difference in the post hoc comparison test; SE is Standard Error.

For the interaction, the interaction among lighting illuminance, wall color and decoration style was significant, and there was a pairwise interaction effect. Bonferroni-corrected post hoc analysis results showed that under normal light illumination, a warm ( ${\bar{x}}_{normal illuminance ‐ warm color}$ = 4.680) or Chinese style ( ${\bar{x}}_{normal illuminance ‐ Chinese style}$ = 4.657) hotel lobby would bring higher comfort level. Under bright light, warm colors ( ${\bar{x}}_{bright illuminance ‐ warm color}$ = 4.895) continued to bring higher comfort than cool colors ( ${\bar{x}}_{bright illuminance ‐ cool color}$ = 4.122), with no significant difference between Chinese or European styles. However, under the influence of dim lighting, subjects’ preferences for both color and style were not present (see Tables 6–8).

Table 6. Interaction effects and post hoc ANOVA results.

Variables	Df	MS	F	p
2×3×2×2 ANOVA results for comfort score
Light illuminance: Wall color	2	17.68	14.36	< .0001^***
Variables	Difference	SE	df	p
Post-mortem contrast test of lighting intensity and wall color
Bright light illuminance
Cool color- Warm color	-0.77	0.08	126	< .0001
Normal light illuminance
Cool color- Warm color	-0.23	0.08	126	0.0061
Dim light illuminance
Cool color- Warm color	0.13	0.08	126	0.1277
Variables	Df	MS	F	p
Light illuminance: Music genre	2	0.33	0.27	.767
Wall color: Music genre	1	0.11	0.09	.763
Decoration style: Music genre	1	0.08	0.07	.797
Light illuminance: Wall color: Decoration style	2	13.20	10.72	< .0001^***
Light illuminance: Wall color: Music genre	2	0.02	0.02	.980
Light illuminance: Decoration style: Music genre	2	0.30	0.25	0.781
Light illuminance: Wall color: Decoration style:music genre	2	0.35	0.28	.755

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Note.

***p< 0.001

**p< 0.01

*p< 0.05.df is the degrees of freedom;MSE is mean square error; The F value is the statistic for the F test; Difference is the difference in the post hoc comparison test; SE is Standard Error.

Table 8. Interaction and post hoc ANOVA results of wall color and decoration style.

Variables	Df	MS	F	p
2×3×2×2 ANOVA results for comfort score
Wall color: Decoration style	1	5.46	4.44	.035*
Variables	Difference	SE	df	p
Post-mortem contrast test of wall color and decoration style
Chinese decoration style
Cool color- Warm color	-0.15	0.07	82.75	0.0453
European style decoration
Cool color- Warm color	-0.44	0.07	82.75	< .0001

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Table 7. Interaction and post-hoc ANOVA results of lighting illuminance and decoration style.

Variables	Df	MS	F	p
2×3×2×2 ANOVA results for comfort score
Light illuminance: Decoration style	2	5.04	4.09	.017*
Variables	Difference	SE	df	p
Post-mortem contrast test of lighting intensity and decoration style
Chinese decoration style
Bright illuminance–Dark illuminance	2.96	0.17	119.58	< .0001
Bright illuminance–Normal illuminance	0.16	0.17	119.58	0.6260
Dark illuminance–Normal illuminance	-2.80	0.17	119.58	< .0001
European style decoration
Bright illuminance–Dark illuminance	2.55	0.17	119.58	0.0006
Bright illuminance–Normal illuminance	-0.27	0.17	119.58	0.2605
Dark illuminance–Normal illuminance	-2.81	0.17	119.58	< .0001
Bright light illuminance
Chinese style—European style	0.61	0.12	103.76	< .0001
Normal light illuminance
Chinese style—European style	0.19	0.12	103.76	0.1393
Dim light illuminance
Chinese style—European style	0.20	0.12	103.76	0.1165

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Considering the interaction of lighting, wall color and decoration style, according to the interaction chart of the three, it could be seen that it was best to choose bright lighting and cool colored walls for a Chinese style hotel. European style hotels were more suitable for normal illumination under warm color (see Fig 3).

Discussion

This study offers several potential practical and theoretical contributions. Additional evidence is proposed to suggest that hotel consumers may be influenced by color, lighting, and decoration style. Combining the results of the eye-movement data and questionnaire data analysis, both proved that lamp illumination and wall colors affected the subjects’ visual comfort, the difference between the two findings was that the questionnaire data also confirmed that the decoration style significantly affected the subjects’ comfort. Therefore, hypotheses H1 and H3 were supported. Meanwhile, Elliot et al. (2012) argued that people’s reactions to color were always unconscious, and people could not control their emotional and physiological reactions to color [42]. Knez et al. (2002) believed that indoor lighting could affect mood and physiological function, which was consistent with the results of our eye movement experiments, and verified the scientific rationality of introducing the measurement method of physiological indicators [25].

The results also confirm an interesting phenomenon when light illuminance, wall color and decoration style interact. Lighting illumination and wall tones should be adjusted according to the style of the hotel. When the illuminance of the lamp interacted with the wall hue, there was no significant difference in the preference for the warm and cool hues under dim illuminance, which was consistent with the findings of Babin et al. (2003). There was an interaction between light and color, the light would weaken the color effect, and any negative effects of color and light could be overcome by introducing other factors that could enhance evaluation and excitement [40]. Thus, the hypothesis H2a and H2b were supported.

Demoulin (2011) believed that music consistent with the service environment could create a more comfortable atmosphere [43]. In contrast, our findings demonstrated there was no bidirectional relationship between decorative style and musical style. There was no significant difference between Chinese or European music played in European style hotels. Thus, the hypothesis H4a, H4b and H4c were not supported.

The main reasons for the different conclusions reached by the eye movement index and the subjective questionnaire are as follows: according to the “emotion- cognitive-motor response” model proposed by Izard (2013), emotion is the basic motivation, and cognition plays an important role. The integration of emotional, cognitive, and motor systems produces certain experiences, emotions, and responses [23]. Compared with the illuminance of lamps and the color of walls, personal perception of decoration style is acquired through acquired learning, and there is a more complex cognitive judgment process. Among them, higher cognitive functions such as perception and memory retrieval play a more important role in the perception process. Therefore, the differences in participants’ responses to different decoration styles are more influenced by their previous experiences and preferences. This difference is not obvious in the eye movement index, but it is more obvious in the subjective judgment. This also proves the necessity of combining subjective questionnaires with objective physiological indicators.

This study employs a combination of subjective questionnaire and physiological indicators to measure visual comfort. Compared with the previous method of utilizing subjective questionnaire only, the visual comfort is quantified more scientifically. The experimental results show that there are indeed differences in the measurement results of subjective questionnaires and physiological indicators. Therefore, from the perspective of emotion, this paper introduces visual comfort, uses the combination of subjective and objective methods to measure emotions, it makes up for the shortcomings of the existing subjective cognitive perspective, and further provides evidence that the illuminance of the lamp, the color of the wall and the style of decoration will affect the visual comfort of consumers.

By designing different lamp illuminance, wall color and music to obtain the consumer’s unexpected experience, it has the advantages of low cost and easy operation. Hotel managers should consider overall factors during designing the lobby and try to use cool or warm colors, bright lights and soft music to create a warm atmosphere according to the style of the hotel.

This study also has some limitations. Although we demonstrated that cool and warm hues, lamp illumination, and decoration style could affect the visual comfort of consumers, in real life, color is not just hues, and many other factors will also affect the overall visual perception. Therefore, our future research will explore the effect of more other factors, such as the image of hotel staff, smell, light color, color brightness and saturation and so on. In addition, hotel rooms and restaurants are also important areas, the influencing factors of which will in our further study as well.

Supporting information

S1 Appendix. Hotel lobby models.

(DOCX)

Click here for additional data file.^{(625.2KB, docx)}

S2 Appendix. Hotel visual comfort questionnaire.

(DOC)

Click here for additional data file.^{(36.5KB, doc)}

S1 Data

(CSV)

Click here for additional data file.^{(85.8KB, csv)}

Acknowledgments

We would like to thank all the participants, editors and experts who provided valuable suggestions that improved the final version of this manuscript.

Data Availability

All relevant data are within the manuscript and its Supporting Information files.

Funding Statement

The authors received no specific funding for this work.

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PLoS One. doi: 10.1371/journal.pone.0280398.r001

Decision Letter 0

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25 Jul 2022

PONE-D-22-06326Analysis of Factors Affecting Visual Comfort in Hotel Lobby from the Perspective of EmotionPLOS ONE

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Reviewer #1: Comments：

The study aims to investigate how the light illumination, wall tone, decoration style and music style

interactionally influenced the visual comfort by using a subjective measurement and specifically

eye tracking technology. It is a interesting meaningful topi in practical consumer behavior

management. However, I also saw major issues regarding the rational of the study, methodology,

and data analysis. My comments and questions that I present below:

Title:

1 he title needs to be improved as the perspective of emotion was not well reflected in the study.

Introduction

1: what’s the main rational for integrating the visual elements with auditory stimulus when to

measure visual experience? As the author mentioned there were many factors influencing the visual

comfort the author proposed the visual element that function as a more important role, such as

illuminance, color and decoration style. The auditory stimulus “music” was also involved, how does

it influence visual comfort?

2 What the definition of “Visual comfort” ? if people stand in a hotel lobby, their feelings would be

affected with visual elements but the visual comfort was not the whole story. I guess the author aims

to measure the psychological and physiological comfort. However, the approach employed was

mainly influence the visual experiences as only the pictures but not the real physical stimuli were

exposed. In other word, it would be flexible to test these effects by using the virtual reality display

technology and the current study paradigm largely influence visual comfort and perception.

3. For each visual elements, in addition to light level, the spectrum such as warm light or cool light

would also be a factor influencing visual experience, the author also stated it in the introduction, but

it was not involved in manipulation of the light of the model.

4. What the decoration style was employed for Chinese and European style？The decoration style

itself was indeed created with including multiple visual elements, such as light level, color and

furniture etc. that would also moderate the visual experience, how did the author deal with that when

to manipulate the experimental conditions?

5.Generally, the literature review on the effect of visual elements on comfort and mood need to be

improved, and what the effects already have been investigated and what need to be explored?

Especially, how these factors interactionally influenced visual experiences that the authors

hypothesized more subjectively.

6.The main measurement of the current study was the visual comfort. The author stated a lot on

measurement of mood, please rephased it to be more concise and also I missing how the main visual

elements influence mood in previous literature review.

7. The hypothesis could be given at the end of the introduction to make the literature review more

continuously.

8. The reference style presented in the introduction as well as elsewhere need to be improved by

reference management tool with the requirement of the journal.

Method

1.How was the sample size decided? Did you employed a G-power analysis to see how many

participants were required with the current design?

2. The participants had hotel experiences but did they had preferences to decoration style that might

be a response bias in evaluating the experimental stimulus.

3.What’s the study design? Within or between-subjects design and how the pictures were arranged

for each participant? Was it randomized or presented with a fixed order?

4. The experiment was approved by the relevant department, what’s the department? Was there a

ethical statement as human participants were involved?

5. what the 3D pictures look like? Did them matched with brightness, familiarity etc that would be

potential factors influencing visual experiences and affective state? Also, was there only one sample

for each kind of picture with manipulating illuminance, color and decretory style?

6. The hall model employed in the pre-experiment were same with that in the current experiment?

What the aim of the pre-experiment? To verify the questionnaires? Did participants assessed the

illuminance, color and decretory style in the pre-experiment? What the differences or adjustment

had been done for formal experiment? Please state that in the method section.

7.Please rephase the statement of the procedure as what had been done before, during and after the

experiment? Also the five set of experiment seems to be five session with each session including

two block. It’s confusing that the experiment consisted five set of experiment.

6. What’s the 3D picture looks like? Please give samples, probably in the supplementary file.

7. The full name of the PANAS needs to be give where it first occurred.

8. How participants assessed their comfort? By using standard questionnaire and what the response?

9. What the interested indicators of the eye movement recording and what did they mean? As the

reflection of visual comfort or mood？please state it in the method as well as in the introduction.

10. What the statistical method and tool employed for data analysis was missing?

Results

1.The structure of the results section for eye movement indicators as well as for the subjective

indicators needs to be adjusted. As for main factors except for illuminance, only two levels were

involved, the post-hoc contrasts did not need. Please added the relationship after the corresponding

main effect presented. For interaction, please added the statement of the post-hoc contrast following

the corresponding interaction effect. It would be clearer to separate main effects and interaction

effects into two paragraphs. If the post-contrast were employed, the Bonferroni correction need to

be applied.

2.What was the analysis method? LMM model or ANOVA? Was the df presented in the table?

3.Please correct the front style of statistical symbols, P should be p and all symbols need to be in

italic. If the exact p values were given, the significant level did need any more.

4. Also the statistics were presented in the main text, the value resented in the table was redundant.

It would be better to added the descriptive for each indicator in the table.

5. please remove the statements regarding the hypothesisin the results section, it would be redundant

and can be added in the discussion

Discussion

1. The discussion needs to be rephased and improved as what the main finding of the current study?

2. What the newly effects were revealed in the current study, were it the same or different from

what the finding reported in previous studies and why?

3. Objective eye movement indicators and subjective assessment of visual comfort and mood were

employed, however, I did miss the

4. The author explained the effects of decoration style with the prior experiences of participants?

As I mention in previous comments, were the experience not pre-assessed or added it as

covariate? Please also added it as the limitation.

5. The current study showed much significance in practical sensory, market of hotel as well as in

theoretical work. Please state it more concise.

In addition, the writing expression need to be improved throughout the draft, please ask one native

speaker of English to polish the writing before re-submit.

Reviewer #2: In the research, the emotional effects of many factors such as wall color, light brightness, light tone (warm-cold), music in the hotel lobby were tried to be measured. In the research, scale questions to measure emotions and eye tracking as a technical measurement tool were used.

The research has a very valuable design and content in terms of contributing to both the scientific field and the hotel industry.

However, some of the following issues have been identified;

1. Experimental studies, color, light, music, etc. Studying many factors together affects the validity of the experiment. Therefore, there is a problem with the limitations of the research.

In the second study, although the sample size seems to be sufficient in an experimental study, the design of the experiment as a control group and a subject group is not clear. What kind of experiment did the author/s do? The explanation of the method proving the validity of the experiment could not be understood.

3. Brightness and warm-cold tones are emphasized in the use of colors and lights. However, colors must be expressed by giving technical scale ranges. Expressing it as hot-cold is insufficient. Regarding the light, the degree of brightness should also be shown by giving the value of the lamps used.

4. Although the combination of many factors causes the complexity of the boundaries of the research, if the above deficiencies are completed in the research, an understandable situation will occur.

5. The sources used by the authors are quite old. In particular, there are many specific journals in this field such as ColorResearch. And in these journals, there are color and light studies with high scientific value. The bibliography can be enriched.

I hope my comments do not discourage the authors, I wish you good luck.

**********

6. PLOS authors have the option to publish the peer review history of their article (what does this mean?). If published, this will include your full peer review and any attached files.

If you choose “no”, your identity will remain anonymous but your review may still be made public.

Do you want your identity to be public for this peer review? For information about this choice, including consent withdrawal, please see our Privacy Policy.

Reviewer #1: Yes: Taotao Ru

Reviewer #2: No

**********

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While revising your submission, please upload your figure files to the Preflight Analysis and Conversion Engine (PACE) digital diagnostic tool, https://pacev2.apexcovantage.com/. PACE helps ensure that figures meet PLOS requirements. To use PACE, you must first register as a user. Registration is free. Then, login and navigate to the UPLOAD tab, where you will find detailed instructions on how to use the tool. If you encounter any issues or have any questions when using PACE, please email PLOS at figures@plos.org. Please note that Supporting Information files do not need this step.

PLoS One. 2023 Jan 19;18(1):e0280398. doi: 10.1371/journal.pone.0280398.r002

Author response to Decision Letter 0

8 Sep 2022

We have revised the manuscript and responded to all the reviewers' comments point by point.

Attachment

Submitted filename: Response to Reviewers.doc

Click here for additional data file.^{(6.8MB, doc)}

PLoS One. doi: 10.1371/journal.pone.0280398.r003

Decision Letter 1

Thiago P Fernandes

28 Sep 2022

PONE-D-22-06326R1

Analysis of Factors Affecting Visual Comfort in Hotel Lobby

PLOS ONE

Dear Dr. GENG,

We have now completed the review process for your manuscript. Based on these comments, we have determined that we cannot accept the paper in its current form. However, we believe that the study has some inherent value and may be publishable if revised appropriately.

If you are willing to undertake the recommended revisions, I would be pleased to reconsider the manuscript for possible publication. If you disagree with any of the recommendations, I would also be willing to consider a rebuttal to any of the points made. For your guidance, the comments obtained during peer review are appended below. We hope that you find these helpful

It is important to note that we cannot make any promises as to whether a revised manuscript will be accepted and you should consider the extent to which you can address the comments below before revising your work for resubmission.

If you decide to revise the work, please submit a detailed list of changes for each point raised when you submit the revised manuscript. Please also highlight where the text has been changed in the resubmitted article - this will help to streamline the peer review process and minimize any delays. The points raised during the review process.

==============================

Although the author addressed all my comments, the main issues 1) The reational of the study combining multiple factors together in a study as each of the factor had influence on visual comfort; 2) The 3D pictures were employed to exposure different visual elements to participants, however the presented pictures seems not definitely reflect the manipulation of the factors such as color, and also several pictures with such higher brightness or darknee that they were difficult to see clear, all these would limite the possible experiences of participants; 3) The 2*2*2*2*3 within subjects design was employed leading a quiet complexy analysis and the interaction effects would be meaningless; 4) The sample size was relatively small; 5) The analysis need to be improved and the explanation also need to be expand. In addition, the The readability of the most sentences still need to be polish.

Please submit your revised manuscript by Nov 12 2022 11:59PM. If you will need more time than this to complete your revisions, please reply to this message or contact the journal office at plosone@plos.org. When you're ready to submit your revision, log on to https://www.editorialmanager.com/pone/ and select the 'Submissions Needing Revision' folder to locate your manuscript file.

Please include the following items when submitting your revised manuscript:

A rebuttal letter that responds to each point raised by the academic editor and reviewer(s). You should upload this letter as a separate file labeled 'Response to Reviewers'.
A marked-up copy of your manuscript that highlights changes made to the original version. You should upload this as a separate file labeled 'Revised Manuscript with Track Changes'.
An unmarked version of your revised paper without tracked changes. You should upload this as a separate file labeled 'Manuscript'.

We look forward to receiving your revised manuscript.

Kind regards,

Thiago Fernandes, MD, Sp. Neur, PhD

Academic Editor

PLOS ONE

Additional Editor Comments:

Thank you for your submission. Please respond to all Reviewers’ comments AND highlight them. A few things should be emphasised:

1. Enlist a native English speaker to edit grammar throughout the text;

2. I’d highly recommend you to reframe your analyses. That’s still not clear

3. You might want to use Bayesian. The use of multivariate or other Bayesian approach on JASP is simple and it’s a ready-and-quick-to-use software

4: I’d suggest you to carefully address the remaining concerns from the Reviewer

[Note: HTML markup is below. Please do not edit.]

Reviewers' comments:

Reviewer's Responses to Questions

Comments to the Author

1. If the authors have adequately addressed your comments raised in a previous round of review and you feel that this manuscript is now acceptable for publication, you may indicate that here to bypass the “Comments to the Author” section, enter your conflict of interest statement in the “Confidential to Editor” section, and submit your "Accept" recommendation.

Reviewer #1: All comments have been addressed

Reviewer #2: All comments have been addressed

**********

2. Is the manuscript technically sound, and do the data support the conclusions?

Reviewer #1: Partly

Reviewer #2: Yes

**********

3. Has the statistical analysis been performed appropriately and rigorously?

Reviewer #1: No

Reviewer #2: Yes

**********

4. Have the authors made all data underlying the findings in their manuscript fully available?

Reviewer #1: Yes

Reviewer #2: Yes

**********

5. Is the manuscript presented in an intelligible fashion and written in standard English?

Reviewer #1: No

Reviewer #2: Yes

**********

6. Review Comments to the Author

Reviewer #1: (No Response)

Reviewer #2: Dear Author/s,

Thank you for your detailed revisions by considering the suggestions presented to you in the initial evaluation.

Data on light and colors are given in detail. Necessary revisions were made in the method section. Some subjects were expressed within the limitations of the research. The literature has been enriched within the framework of related topics.

I recommend that you review it once again for typos.

I wish you good luck.

**********

7. PLOS authors have the option to publish the peer review history of their article (what does this mean?). If published, this will include your full peer review and any attached files.

If you choose “no”, your identity will remain anonymous but your review may still be made public.

Do you want your identity to be public for this peer review? For information about this choice, including consent withdrawal, please see our Privacy Policy.

Reviewer #1: Yes: Taotao Ru

Reviewer #2: Yes: Assoc. Prof. Dr. Bilsen Bilgili, Kocaeli University/Turkey

**********

PLoS One. 2023 Jan 19;18(1):e0280398. doi: 10.1371/journal.pone.0280398.r004

Author response to Decision Letter 1

8 Nov 2022

Response to Reviewer #1:

Thank you again very much for the insightful comments on our paper. We have revised our paper carefully according to these suggestions. In this note, we will first list your comments and then outline what we have done in response to these comments.

1)The reational of the study combining multiple factors together in a study as each of the factor had influence on visual comfort.

Response: Thank you very much for your comment. The effects of lighting on mood and comfort, the effects of color on mood and comfort, and the effects of music on mood and comfort are all well-researched.

(1)Color, emotion and visual comfort in service setting

Color is one of the key visual dimensions of the environment that has an impact on behavior and emotions. The emotional effect of color is particularly important in the hospitality industry because emotions comprise a powerful affective component of customer satisfaction. The differences between two contrast hues( blue and red) with two levels for saturation and brightness were examined in an experimental study. The results indicated participants enjoyed staying in blue hotel rooms more than in the red ones. The blue room was more pleasant, comfortable, and relaxing(Katsiaryna Siamionava et al., 2018). In the hotelscape, color had been shown to significantly impact customers’ aesthetic perceptions (Alfakhri et al., 2018). A comparison of warm and cool colors revealed that cool colors were not aesthetically superior to warm colors in the luxury hotel context and warmer colors were more pleasing(Warakul Tantanatewin and Vorapat Inkarojrit, 2018; Dongyoup Kim et al., 2020). However, an academic study also demonstrated that no statistically significant effects of color and temperature on comfort results within the tested settings(Arianna Latini et al., 2021).

(2)Light illuminance, emotion and visual comfort in service setting

Lighting was an indispensable factor in the design of the hotel lobby. Lighting affected the overall impression and perceived comfort of the lobby(Akita, 2019; Countryman and Jang, 2006). The level of visual comfort in lighting in a residential context turned to be more influenced by the color temperature and illuminance compared to other factors(Yoon et al., 2014). Under high illumination, the level of anxiety would decrease, which was more conducive to relieving fatigue. Providing a user-friendly and user-controlled lighting system for hotel rooms helped improve customer satisfaction(Akita, 2019). Light not only affected people’s emotions, but the interaction between light and sound also affected people’s collection of target information. Low-illumination light was more likely to cause visual fatigue. Lower contrast colors with darker lighting and simple decoration made it easier to create a relaxed and romantic atmosphere. Dim light with soothing music could create a relaxed and comfortable atmosphere(Siamionava et al., 2018). A lower color temperature would create a higher sense of security, positive feelings and restfulness(Akita, 2019). While some scholars found that brighter lights were more conducive to positive emotions( Figueiro, 2016). Different environments have different lighting requirements.

(3)Color, light illuminance, music, emotion and visual comfort in service setting

There were interactions between the senses, the interaction between senses was mainly reflected in their direct impact on emotions( Kantonoet et al., 2019). The tone stimulus could alter the pleasantness rating of stimuli from other senses(Dematte et al., 2007; Pollatos et al., 2007; Logeswaran and Bhattacharya, 2009). For example, congruent sounds could enhance odor pleasantness to a higher degree than can incongruent sounds(Seo, 2011). Music generally interacted with other environmental factors and music emotion was significantly correlated with lighting(Morin et al., 2007; Hsiao et al., 2017). There were also structural correspondences between color and music(such as emotional expression, hierarchical organization and contrast)(Sebba,1991). Demoulin(2011) studied the consistency of music and the overall atmosphere, and the results showed that when coordinated with the service environment and music, the relaxing, calm and pleasant atmosphere would be created(Demoulin, 2011).

Although music is not a visual factor, it will have an impact on the visual comfort of lighting, color and style. What we see in real life is the overall comfort of the hotel lobby, not the comfort brought by individual lights or colors. Therefore, these four factors are inseparable, and we put them in a model to study.The results of the study by Barry J. Babin et al. (2003) showed that the results change considerably when the effects of lighting in combination with color was taken into account. The experimental results proved that there was indeed an interaction between lamp illumination, wall tone and decoration style(Babin et al., 2003).

2)The 3D pictures were employed to exposure different visual elements to participants, however the presented pictures seems not definitely reflect the manipulation of the factors such as color, and also several pictures with such higher brightness or darknee that they were difficult to see clear, all these would limite the possible experiences of participants.

Response: Thank you very much for your comment. A 3D hotel lobby model was based on a compilation of typical hotel lobby. The lobby consisted of the basic attributes of a typical hotel lobby: waiters, decorative lights, and front desk cabinets. Therefore, the models did not definitely reflected the manipulation of color and other factors, but the model tried to keep other factors consistent, except for the light intensity, wall tone and decoration style.

The specific intensity of light illumination was determined according to the opinions of pre experiment experts and subjects. The reason why some pictures had high or low brightness was that there were three levels of light illumination: bright illumination, normal illumination and dim illumination. The experimental results showed that the illumination comfort of bright light was relatively high, while that of dim light was the lowest.

3)The 2*2*2*2*3 within subjects design was employed leading a quiet complexy analysis and the interaction effects would be meaningless.

Response: Thank you very much for your comment. In reality, consumer comfort is determined by the environment after the interaction of multiple factors, rather than a single factor. Lighting, color and decoration style are are inseparable in our visual perception. Multisensory interaction studies and multifactor interaction studies are increasing. We refer to multifactor interaction studies from leading journals in various fields. For example, in the field of sensory marketing, there were many papers that studied the repetitive experiments within subjects with multiple factors and studied the impact of interaction, such as Wonyoung Yanga and Hyeun Jun Moon(2019) investigated the influence of multisensory interaction on acoustic comfort, thermal comfort, visual comfort, and indoor environmental comfort. Their experimental design was 3(Homogenous room temperatures: 20, 25, and 30 °C )×3(Illuminance levels: 150,500, and 1000 lx) × 4( Different types of sound : babble, fan, music, and water) × 4(Sound levels: 45, 55, 65, and 75 dBA) (Yang W and Moon HJ, 2019).

Katsialyna Siamonava et al. (2018) studied the impact of space color on guests’ perception of hotel rooms, and they adopted 2c×2×2 design . The results showed that the three interactions were not significant, but at the 1% confidence level, two of the two interactions were significant(Katsialyna Siamonava et al., 2018).

Holger Roschk et al.(2017) examined the effects of music(presence vs. absence), scent (presence vs. absence), and colors (warm: red, orange, and yellow vs. cool: green, blue, violet,and white) on shopping outcomes. The results showed that being in an environment with music or scents produced higher ratings of pleasure, satisfaction, and behavioral intention compared to environments without these conditions(Holger Roschk et al., 2017).

The study design by Barry J. Babin et al.(2003) was 2(color: blue, orange) × 2(light: bright, soft) ×2 (price: high price, low price). The results of the ANOVA and post hoc tests indicated an interaction between the three, the results changed substantially when the effect of lighting in combination with color was considered. The use of soft lights with an orange interior generally nullified the ill effects of orange and produced the highest level of perceived price fairness while controlling for price(Babin et al., 2003).

4)The sample size was relatively small.

Response: Thank you very much for your comment. The sample size of 43 people is indeed relatively small, but it also meets the requirement of the number of people in the consumer eye movement experiment. The proof that we have the required number of subjects is as follows, for example, Peter Walla et al.(2011) used an eye-tracking experiment to study emotional and physiological responses to brand attitudes in 29 subjects (Peter Walla et al., 2011). Qiuzhen Wang et al. (2014) studied eye-tracking of website complexity from a cognitive load perspective, with 42 college students as subjects(Qiuzhen Wang et al., 2014). Borisuit et al.(2014) showed that workplace lighting conditions affected various factors related to job satisfaction, productivity, and well-being. Lighting conditions affected visual comfort, mood, alertness, and well-being, 25 People were tested(Borisuitet et al. 2014). Research by Vytautas Abromavičius and Artūras Serackis(2018) showed that pupil diameter and the number of fixation points can be used to measure visual comfort. The “uncomfortable” visual comfort score had the highest pupil size and lower fixation points. There were 24 subjects in the eye movement experiment(Vytautas Abromavičius and Artūras Serackis, 2018). Cajochen et al.(2019) studied that lighting conditions affected subjects’ visual comfort, mood, and sleep intensity. The number of subjects was 15(Cajochen, 2019). Yu Wang et al.(2020) investigated the interactive effects of illumination and the associated color temperature on observers’ color preference and degree of white light perception with 30 subjects(Yu Wang et al., 2020). Arianna Latini et al.(2021) used immersive virtual reality to assess productivity and comfort in the workplace with 23 subjects(Arianna Latini et al., 2021).

5)The analysis need to be improved and the explanation also need to be expand. In addition, the The readability of the most sentences still need to be polish.

Response: Thank you very much for your advice. We have added new interaction charts and refined the analysis and interpretation of the data. Babin et al. (2003) applied ANOVA and post hoc tests to verify consumer responses to various combinations of color, lighting, and price point(Babin et al., 2003). Han-Seok Seo et al.(2011) used ANOVA and post hoc tests to verify the integration effect of auditory and olfactory sensations(Han-Seok Seo et al., 2011). Katsiaryna Siamionava et al.(2018) used ANOVA to study the effect of colors of different hue, saturation and brightness on consumers(Katsiaryna Siamionava et al., 2018).

Our data analysis method was to apply the aov function in the R language to do repeated ANOVA and post hoc tests.

We sent this article to another native English speaker for proofreading, and revised it according to professional suggestions.

Response to Reviewer #2:

Thank you again very much for the insightful comment on our paper. We sent this article to another native English speaker to proofread and fix the typos and other issues.

Response to Editor:

1.Enlist a native English speaker to edit grammar throughout the text;

Response: Thank you very much for your advice.

We sent this article to another native English speaker for proofreading, and revised it according to professional suggestions.

2. I’d highly recommend you to reframe your analyses. That’s still not clear;

3. You might want to use Bayesian. The use of multivariate or other Bayesian approach on JASP is simple and it’s a ready-and-quick-to-use software;

4: I’d suggest you to carefully address the remaining concerns from the Reviewer.

Response: Thank you very much for your advices.

We have added new interaction charts and refined the analysis and interpretation of the data. Our data analysis method was to apply the aov function in the R language to do repeated ANOVA and post hoc tests.

The theoretical basis for our application of ANOVA is as follows, Babin et al. (2003) applied ANOVA and post hoc tests to verify consumer responses to various combinations of color, lighting, and price point(Babin et al., 2003). Han-Seok Seo et al.(2011) used ANOVA and post hoc tests to verify the integration effect of auditory and olfactory sensations(Han-Seok Seo et al., 2011). Katsiaryna Siamionava et al.(2018) used ANOVA to study the effect of colors of different hue, saturation and brightness on consumers(Katsiaryna Siamionava et al., 2018). Wonyoung Yang and Hyeun Jun Moon(2019) used ANOVA and post hoc tests to verify the combined effects of acoustic, thermal, and lighting conditions on discrete sensory comfort and the overall indoor environment(Yang and Hyeun Jun Moon, 2019).

We have submitted these refereed refereed journal papers as supplementary documents.

Attachment

Submitted filename: Response to Reviewers.doc

Click here for additional data file.^{(55.5KB, doc)}

PLoS One. doi: 10.1371/journal.pone.0280398.r005

Decision Letter 2

Thiago P Fernandes

9 Nov 2022

PONE-D-22-06326R2Analysis of Factors Affecting Visual Comfort in Hotel LobbyPLOS ONE

Dear Dr. GENG,

Thank you for submitting your valuable work, and also for the careful edits.From my standpoint, all of the issues were properly eased. However, I still need to bring your attention to some issues. I can anticipate these are quick-to-solve, but essential to refine soundness of your study. I would be happy to look again after your edits so then we can proceed with your study. 1) Although I completely understand why you picked up the term - why don’t you use “visual setting” or “conformation”. Please clarify with a theoretical perspective, there is no need to emphasise past studies and the “common term”2) The authors mentioned about colour processing (and perception, per se) - so then I ask the authors to check references on confounding factors. For example, were excluded if had any substance use (references), use of meds (references) and so it goes. 3) I still think ANOVA isn’t correct. I understand that you pointed out some refs that run ANOVA, but you have more than one DV. Seems really different from a 2 x 2 … Please consider MANOVA, effect sizes and CIs4) Please place limitations and further directions for researchers and readers on a smoother way (for example, you have some limitations here and there, but others need to interpret properly and, if want to, replicate basing on your arguments)5) Check the references that are not in the text Finally, to speed up the flow, you can send it again soon as you can.

==============================

Please submit your revised manuscript by Dec 24 2022 11:59PM. If you will need more time than this to complete your revisions, please reply to this message or contact the journal office at plosone@plos.org. When you're ready to submit your revision, log on to https://www.editorialmanager.com/pone/ and select the 'Submissions Needing Revision' folder to locate your manuscript file.

Please include the following items when submitting your revised manuscript:

A rebuttal letter that responds to each point raised by the academic editor and reviewer(s). You should upload this letter as a separate file labeled 'Response to Reviewers'.
A marked-up copy of your manuscript that highlights changes made to the original version. You should upload this as a separate file labeled 'Revised Manuscript with Track Changes'.
An unmarked version of your revised paper without tracked changes. You should upload this as a separate file labeled 'Manuscript'.

We look forward to receiving your revised manuscript.

Kind regards,

Thiago Fernandes

PLOS ONE

Journal Requirements:

Please review your reference list to ensure that it is complete and correct. If you have cited papers that have been retracted, please include the rationale for doing so in the manuscript text, or remove these references and replace them with relevant current references. Any changes to the reference list should be mentioned in the rebuttal letter that accompanies your revised manuscript. If you need to cite a retracted article, indicate the article’s retracted status in the References list and also include a citation and full reference for the retraction notice.

Additional Editor Comments (if provided):

Please read my comments.

PLoS One. 2023 Jan 19;18(1):e0280398. doi: 10.1371/journal.pone.0280398.r006

Author response to Decision Letter 2

14 Dec 2022

Response to Reviewer :

1)Although I completely understand why you picked up the term - why don’t you use “visual setting” or “conformation”. Please clarify with a theoretical perspective, there is no need to emphasise past studies and the “common term”.

Response: Thank you very much for your advice. There were many studies on “visual setting” or “conformation”, such as Katsiaryna Siamionava et al. (2018) showed that wall color in visual setting affected consumer perception. Dongyoup Kim et al. (2020) showed that the visual service setting in luxury hotels affected the behavior and emotions of the subjects. After summarizing the factors that affected hotel comfort, we found that visual setting affects consumer perception and played the most important role in sensory evaluation factors. However, visual comfort, which ultimately affected people’s motivation to consume and how visual setting affected visual comfort, was often overlooked.

Light illumination, wall tones, and decorative style in the visual setting are the independent variables in this study. Our main objective is to investigate their effects on visual comfort and to explore the visual environment in which consumers’ visual comfort would be higher. We discuss the reasons for choosing visual comfort as the dependent variable in the paper, please check. Past relevant studies and definitions of visual comfort were the theoretical basis for our choice of eye movement metrics. If you feel that they are not needed for this study, we can remove them.

2)The authors mentioned about colour processing (and perception, per se) - so then I ask the authors to check references on confounding factors. For example, were excluded if had any substance use (references), use of meds (references) and so it goes.

Response: Thank you very much for your advice. Based on your suggestions, we have combed through the color-related literature de novo, categorized and summarized the existence of color interactions as well as non-interactions, and explained the reasons why we chose to study color-light interactions.

3)I still think ANOVA isn’t correct. I understand that you pointed out some refs that run ANOVA, but you have more than one DV. Seems really different from a 2 x 2 … Please consider MANOVA, effect sizes and CIs.

Response: Thank you very much for your advice. Based on your advice, we have re-analyzed the data using MANOVA, please check.

4)Please place limitations and further directions for researchers and readers on a smoother way (for example, you have some limitations here and there, but others need to interpret properly and, if want to, replicate basing on your arguments).

Response: Thank you very much for your advice. We have freshly combed this section of the article on limitations to provide further guidance for researchers and readers.

5) Check the references that are not in the text.

Response: Thank you very much for your comment.We have checked all references and updated some of them, please check them.

Attachment

Submitted filename: Response to Reviewer.doc

Click here for additional data file.^{(24KB, doc)}

PLoS One. doi: 10.1371/journal.pone.0280398.r007

Decision Letter 3

Thiago P Fernandes

29 Dec 2022

Analysis of Factors Affecting Visual Comfort in Hotel Lobby

PONE-D-22-06326R3

Dear Dr. GENG,

We’re pleased to inform you that your manuscript has been judged scientifically suitable for publication and will be formally accepted for publication once it meets all outstanding technical requirements.

Within one week, you’ll receive an e-mail detailing the required amendments. When these have been addressed, you’ll receive a formal acceptance letter and your manuscript will be scheduled for publication.

An invoice for payment will follow shortly after the formal acceptance. To ensure an efficient process, please log into Editorial Manager at http://www.editorialmanager.com/pone/, click the 'Update My Information' link at the top of the page, and double check that your user information is up-to-date. If you have any billing related questions, please contact our Author Billing department directly at authorbilling@plos.org.

If your institution or institutions have a press office, please notify them about your upcoming paper to help maximize its impact. If they’ll be preparing press materials, please inform our press team as soon as possible -- no later than 48 hours after receiving the formal acceptance. Your manuscript will remain under strict press embargo until 2 pm Eastern Time on the date of publication. For more information, please contact onepress@plos.org.

Kind regards,

Thiago P. Fernandes, PhD

Academic Editor

PLOS ONE

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Thank you for addressing all concerns and refined this version. Please check references and grammar to speed up typesetting.

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PLoS One. doi: 10.1371/journal.pone.0280398.r008

Acceptance letter

Thiago P Fernandes

6 Jan 2023

PONE-D-22-06326R3

Analysis of Factors Affecting Visual Comfort in Hotel Lobby

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Associated Data

This section collects any data citations, data availability statements, or supplementary materials included in this article.

Supplementary Materials

S1 Appendix. Hotel lobby models.

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S2 Appendix. Hotel visual comfort questionnaire.

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S1 Data

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Data Availability Statement

All relevant data are within the manuscript and its Supporting Information files.

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PERMALINK

Analysis of factors affecting visual comfort in hotel lobby

Ziwen Geng

Wei Le

Benhai Guo

Hongjuan Yin

Roles

Abstract

Introduction

Research on the influencing factors of hotel visual comfort

Physiological measures of visual comfort and mood

Fig 1. Physiological mechanism of stimulation-emotion-perception.

Influence of light illuminance, wall color, decoration style and music genre on mood and comfort

Methods

Participants

Ethics statement

Experimental design

Apparatus and stimuli

Table 1. Color indicators of room models.

Procedures

Fig 2. Flow chart of experimental stimulus presentation.

Eye movement recording

Results

Eye movement data analysis

Table 2. ANOVA results for pupil diameter and number of gaze points under different types of stimulation.

Table 3. Interaction effects and post hoc ANOVA results.

Table 4. Interaction and post-hoc ANOVA results of lighting illuminance and decoration style.

Analysis of questionnaire data

Table 5. ANOVA results for comfort under different types of stimulation.

Table 6. Interaction effects and post hoc ANOVA results.

Table 8. Interaction and post hoc ANOVA results of wall color and decoration style.

Table 7. Interaction and post-hoc ANOVA results of lighting illuminance and decoration style.

Fig 3. Three-factor comfort interaction diagram.

Discussion

Supporting information

Acknowledgments

Data Availability

Funding Statement

References

Decision Letter 0

Miquel Vall-llosera Camps

Roles

Author response to Decision Letter 0

Decision Letter 1

Thiago P Fernandes

Roles

Author response to Decision Letter 1

Decision Letter 2

Thiago P Fernandes

Roles

Author response to Decision Letter 2

Decision Letter 3

Thiago P Fernandes

Roles

Acceptance letter

Thiago P Fernandes

Roles

Associated Data

Supplementary Materials

Data Availability Statement

ACTIONS

PERMALINK

RESOURCES

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