Impact of correlated colour temperature on user's time perception and emotional state: an experimental study with reference to fast-food outlets

Abstract

Time is one of the most valuable resources in the world and is one of the most controversial concepts that can be discussed at experiential, conceptual, and philosophical levels. Concepts of time were recognizable even before the 19th century and most of the time its’ importance de- pends on the uniqueness of the moment or the irreversible factor of its perceptible nature. Keep- ing track of time in space is a key component of living beings, which intentionally or unintention- ally contributes to maintaining and concentrating attention, health, and well-being [1]- [4]. Due to rapid development and globalization, people are used to relying on mechanical clocks and clock time rather than brain time. These behavioral patterns and global movements influence people to deviate from their natural senses. Discouraging sensory stimuli to function at their full capacity can cause a range of diseases and impairments. Therefore, encouraging human senses is essen- tial for health and good performance. Studies have shown that the deliberate use of sensory cues can influence the brain’s timing mechanism to encourage or discourage its processing [5]-[8]. Accordingly, it is vital to recognize these brain time manipulative factors for their conducive incor- poration in an intuitively constructed environment. Even if time influences individuals’ emotions and behavior in built spaces, this notion has not been thoroughly discussed in the Architectural research domain. The sensory cues are mainly dominated by the visual cues of the contemporary world [9]. Among those visual cues, colour and lighting hold significant value in both natural and built environments [2]. This research primarily builds upon four well-structured research ques- tions given below.