This document is a research proposal that examines how the atmosphere and ambiance of a dining setting can impact the food experience. Specifically, it will investigate how interior design elements like color, lighting, and spatial arrangement affect a consumer's perception and enjoyment of food. The research will analyze these factors in both Malaysian restaurants as well as how certain foods seem to demand particular contextual settings. Through online research, on-site observations, and consumer surveys, the proposal aims to identify atmospheric patterns in Malaysian restaurants and determine which interior designs best enhance the dining experience.

1. Bachelor of Science (Honours) in Architecture
Food and Culture [ARC 3223 / CLS60203]
Assignment 1A: Research Proposal
Name: Kong Xhiang Lynn
Student ID: 0317730
Batch: Semster 5, 2017
Tutor: Mr. Nicholas Ng

2. Food has become a part of our country’s identity as Malaysia is famous for its diverse
food due to its multicultural communities. One can find food from every corner of Malaysia,
ranging from street food, hawker stall, and up to an alfresco dining area. Although the same
kind of food can be found in any type of settings, but the food experience can be different as
taste is a fusion of olfactory, sight, and touch. Therefore, it is essential in looking at the how
the effect of atmosphere and ambiance of the place affects the food experience.
Researches also shows that visual factor can greatly influence the way we taste food.
Heston Blumenthal successfully show that food is greatly influenced by human senses. Human
may alter their perception towards the food before consuming the dishes, such as how the
surrounding environment, color, sound, interior arrangement, and lighting can trigger certain
hormone production in human which in returns, affects the food experience. Therefore, some
individuals would travel a certain distance to a restaurant just to experience the ambiance
and atmosphere it provides to the visitors.
The research will focus on how atmosphere affects the food experience which is of
the same food but presented in different environment. The objective of the research paper is
to investigate the interior elements of the place which affect the consumer’s food experience,
certain ways Malaysian decorate the spaces to enhance the food experience, and lastly, to
find out which of the few interior design and arrangements fits best whereby it enhances the
food experience.
The importance of carrying out the research is to understand how the interior design
and spatial arrangement of a restaurant affect one’s food experience. For instance, the color
scheme plays a big role as we relate to a certain color based on our past experiences. Colors
that are warm or neutral like ivory, beige, taupe, etc. promote more positive feelings and is
proven to increase one’s appetite. Spacing also goes along with design in which it determines
the customer’s speed of consumption. It should be arranged in a way where the customer’s
does not feel crammed or feel trapped when they’re seated. For example, if the restaurant
requires a faster turnaround, people are mostly placed in the middle as people are less likely
to linger around due to the discomfort.
Furthermore, it is also to learn how some foods seem to demand certain context
whereby a wrong décor can be rather unsettling to the consumer. Just like how a pizza does

3. not go well with a candlelight, nor Chinese food with Puccini. Chandelier on the ceiling seems
appropriate for a steak dinner but not for Indian cuisine. The environment in which people
dine has marked an influence on their well-being and the mood. Such as how dining in an
empty restaurant can be rather depressing and it would reduce the person’s appetite.
By exploring the interior design of the restaurants, we get to identify the few patterns
on how the Malaysians usually decorate the spaces to enhance the food experience. Like how
some owners would spend ample amount of money and maintenance to achieve a desirable
ambiance to provide a better food experience for the customers. Despite that, some might
not seem to find the need in providing an atmospheric space as the impact of environment
on food experience seems minimum to them.
The investigation will be carry out by conducting online researches on written articles
about the psychology of the restaurant design on food experience. Furthermore, on site
analysis and investigation will be carried out to observe the spatial arrangement and
decoration where a certain food is served and the consumer’s time spent on dining. A list of
questions is prepared to identify the consumer’s food experience based on their point of view
to further strengthen the analysis. This paper is important to show the importance of interior
design towards food experience.
References
1. Heap, D. (2014, January 16). Restaurant Ambiance & How It Impacts Profitablity.
Retrieved May 10, 2017, from https://www.signs.com/blog/how-restaurant-
ambiance-affects-the-bottom-line/
2. Hodgson, M. (1982, February 02). AMBIANCE OF EATING: WHAT IS ITS ROLE?
Retrieved May 10, 2017, from
http://www.nytimes.com/1982/02/03/garden/ambiance-of-eating-what-is-its-
role.html?pagewanted=all
3. Magazine, F. M. (n.d.). Why Ambience Is Important In Your Restaurant | Fantastic
Man Magazine | Style, Gadgets, Cars and Fitness. Retrieved May 10, 2017, from
http://www.fantasticmanmagazine.com/why-ambience-is-important-in-your-
restaurant/