Emotional Value from Warm Colors and Lanterns

The nighttime economy is expected to play an important role in sustainable development for three main reasons: (1) elimination of overtourism by dispersing consumption; (2) shifting economic activity to avoid extreme heat caused by climate change; and (3) reducing travel volume by creating compact cities with work, living, and leisure activities close together. One key to the success of the nighttime economy is the comfortable design of urban lighting. This is because light has the effect of changing the perceived value of products and services. Therefore, this study focused on warm colors and lanterns (Toro) as lighting that creates warmth and emotion. A randomized controlled trial was conducted on 750 people aged 20-60 at Fugan Canal Kansui Park in Toyama Prefecture, Japan. The results revealed that warm-colored lanterns enhance the attractiveness of urban parks. The effect was significantly greater among younger women, making this measure particularly effective when targeting young women. Traditional and cultural facilities such as temples contribute to the atmosphere of a city. Lanterns, which were introduced along with Buddhism, are thought to similarly create elegance and further enhance the effects of light color. Urban development often involves the introduction of measures that incur enormous costs, but this is hardly sustainable development. As this study has shown, it is important to make efforts to increase the attractiveness of a city with as few resources as possible. Practitioners should recognize that the attractiveness of a city can easily be changed by the relatively low-cost resource of light.