How Disney Uses Psychology to Influence Your Theme Park Visit

Many of us keep returning to the Disney Parks over and over again. Oftentimes, when we’re asked why, we really don’t know. We find it hard to explain what it is about this magical place that makes us want to return again and again. One common reason is, “There’s just something about it”. 

When it comes to the Disney Parks, the provided experience is intentionally based on psychology. A lot of the unexplainable feelings that Guests have at the parks are likely due to the fact that we’re experiencing many emotions subconsciously.

In this article, I’m going to explain different ways that Disney uses psychology to help curate the ideal Guest experience at the parks.

1. Engaging Our Senses

At the parks, all five of our basic human senses are very much engaged. Let’s take a look at the different ways that Disney uses sight, smell, sound, taste, and touch to enhance our time in the parks.

Sight

Disney aims to be visually appealing at all times. However, this does not mean that everything is made to look as though it's in pristine condition. The things that we see may be positive or negative. No matter which one it is, never forget that it’s intentional.

Of course, there are things that are made to look absolutely beautiful – the castle, Main Street, Toy Story Land, EPCOT, the fireworks, characters, and even food. However, there are also things that are meant to look broken down, old, and even scary. Think of Haunted Mansion, The Twilight Zone Tower of Terror, many of the areas in Animal Kingdom, and Star Wars: Galaxy’s Edge. While the cobwebs, dust, and worn down buildings don’t look nice to us, it’s the immersion that’s visually appealing to us.

We are continuously immersed into different lands and worlds as we travel throughout the Disney Parks. When we stand in Cars Land and look all around us, it really looks like we’re in Radiator Springs. As we sail past Captain Barbossa’s ship on Pirates of the Caribbean, it really looks like we’re out at sea, stuck in the middle of a cannon duel.

Visually Immersing Us

One trick of the eye that’s used to aid in this immersion is forced perspective. By using forced perspective, many of the buildings, attractions, and landscaping look much larger than they actually are. Rather than creating these huge structures, forced perspective can be used to make us feel like we’re seeing those objects at that larger size.

While Disney is skilled at making us see what they want, they also have a way to trick our eyes from seeing objects that would take away from the experience. To do this, Disney created two different colors of paint – Go Away Green and Blending Blue. From a very young age, we (and our eyes) are taught that grass is green and the sky is blue. Therefore, our eyes easily skip over green objects on the ground and blue objects in the sky. Disney uses these two custom paint colors to deter our eyes away from eyesores on the ground and in the sky.

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Smell

Scents greatly affect our moods and emotions. They can appeal to us and draw us into something, take us back to a fond and familiar memory, or transport us back to a place we’ve visited before. In the parks, and the resorts, Disney uses our sense of smell to play on all of these emotions.

Disney has its own system that emits certain aromas at specific locations throughout the park. While this system, the Smellitzer, has advanced since it was originally installed into the parks, it still serves the same purpose.

For Guests staying on Disney property, the first time you’ll be met with one of these scents is in your Disney Resort. Each resort has its own unique scent. When you’re there, you may not even notice the smell at first. However, as you come and go from the resort, it may become more apparent as you now have a comforting smell of “home” on your trip.

When entering the parks, the intentional aromas begin on Main Street, USA. As you walk through the small town, you’ll be met with the comforting smell of baked goods and sugary confections. This scent is often said to be similar to vanilla. This scent may not only encourage you to go buy a sweet treat, it’s also a comforting smell. It gives you that small town feeling that you’re meant to feel as you’re walking through this turn of the 20th Century town.

As you walk past snack carts, you may think nothing of it when you catch a whiff of buttery popcorn. While it’s completely normal for a popcorn cart to smell like that, a portion of this scent is amplified. The carts too are wafting out aromas to appeal to the Guests as they walk by.

Attraction Scents

Scents and aromas are not only used throughout the parks, but on attractions as well. Attractions such as Mickey’s PhilharMagic, Soarin’, Spaceship Earth, and Haunted Mansion all have unique scents that radiate through them. Many Guests will quickly point out that I didn’t mention Pirates of the Caribbean, which has a notorious fan-favorite scent.

The reason that I didn’t mention Pirates is because the scent is not exactly intentional. The classic “Pirates of the Caribbean water” scent actually comes from the bromine that Disney uses to keep the water clean. While this isn’t a purposely emitted scent, it has the same effect on many Guests as the intentional scents do.

Sound

Sound is used at Disney to further the Guests' experience both immersively and emotionally. 

When you walk into the park at the beginning of the day, you’re greeted with peppy upbeat music. The sound of this happy music can easily elevate moods and get Guests excited for the fun day ahead. Towards the end of the evening, you may notice that the music slows down and is more calming, comforting, and almost inviting. The sound of this music helps Guests linger around, take a seat, stroll through the shops, and prolong their exit.

Certain songs from attractions and entertainment, whether they’re ear worms or genuinely enjoyable, have become fan favorites. Pirates of the Caribbean, Enchanted Tiki Room, Carousel of Progress, and “it’s a small world” are just a few of the attractions with staple songs.

In regard to entertainment, parades and nighttime spectaculars both have their own set of songs that Guests often fall in love with. Both of these entertainment options tend to be very exciting and emotional. Because of this, the sound of these songs can take Guests back to enjoyable times and bring back fond memories.

Background Sounds

Apart from the music, there are sounds that can be heard throughout the lands, queues, and attractions that help further the Guest experience. Let’s focus on Star Wars: Galaxy’s Edge for a moment. While you’re there, you can hear the sound of smoke hissing out of the Millennium Falcon, ships flying overhead, droids beeping and booping, food being prepared, and characters interacting with Guests. All of these background sounds play a vital part in making you feel like you’ve left earth and are actually on Batuu. Many other areas of Disney have their own unique set of background sounds too. Whether you’re aware that you’re hearing them or not, they’re assisting in setting the right mood for the area that you’re in.

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Touch

Touch is probably the one sense that’s least targeted at Disney. However, there are a few things that may spark a bit of euphoria. There's nothing quite like the soft feeling of characters when we hug them, the cold and smooth texture of Dole Whip, or the feeling of “snoap” as it lands on our skin during a Christmas celebration.

Of course, there are a few more intentional feelings of touch that we experience through the landscaping of the parks and the attractions. On Avatar Flight of Passage, you can feel the banshee breathing underneath you. Mickey’s PhilharMagic blasts us with fast spurts of air and sprinkles of water to make the scenes more realistic. While many Guests don’t enjoy the feeling, you can’t forget how it feels when all the bugs run by on It’s Tough to be a Bug!.

As far as the landscaping goes, you may not notice that different walkways are used in different areas of the parks. You can feel (maybe subconsciously) the feeling change underneath your feet as you go from land to land.

Taste

Disney food is an attraction in itself. From simple snacks and bakery items to exquisite fine dining restaurants, Disney has it all. Guests LOVE Disney food. It’s no secret that Disney food isn’t cheap, but that doesn’t stop Guests from actively pursuing their favorite sweet treats, light bites, savory dishes, and refreshing drinks. Especially at EPCOT, where it’s a common practice to “eat and drink around the world”.

Food & Wine Festivals also take place yearly at both Disneyland and Disney World. This is a great time for Guests to really use their sense of taste by exploring things they may have never tried before.

Disney food is so popular that merchandise is even designed after it. Guests become huge fans of Disney food items to the point where they want to be reminded of it during their time at home.

2. Creating Intergenerational Experiences

One great thing about Disney is that there's something for everyone. Not only that, everyone can do everything together. This, after all, was what Walt envisioned when he had the idea to create Disneyland.

In 1976, Walt found himself sitting on a park bench as he watched his daughters enjoying time on the Griffith Park Carousel. While he liked watching the girls have a good time, he longed to enjoy time alongside them. It was at that moment that he dreamed up a magical place where both children and adults could take part in activities together.

Disneyland and Disney World both remain that way to this day. Adult-only activities and Children-only activities are unheard of in the parks. Because the parks are designed this way, Disney is an ideal vacation spot for families. The young, old, and everyone in between can take a vacation together. Not only can they watch each other have a great time, they can experience it together.

This is not only an option in the parks, but at the resorts as well! There are many hotels on Disney property where large parties are able to stay together.

3. Nostalgia

Nostalgia plays a big role at Disney. The intergenerational activities greatly affect this. Many people visit Disney and remember a time when they shared these experiences with friends and family members who are no longer with them. This creates a sentimental longing for that happy time at this familiar place.

For some Guests, the characters and stories bring on nostalgic feelings. Even for Guests who have never been to the parks before. Many Disney stories are classics from the past. Because of this, we’re reminded of our younger years when life was easier and more blissful. On the flip side, other Guests may not have an enjoyable past. Because of this, Disney helps heal that inner child that’s still trying to find peace. 

4. Escapism

When you’re at Disney, you’re given an opportunity to escape from reality. Which again, was something that Walt wanted. On the D23 website, Walt is quoted saying, “I don’t want the public to see the outside world. I want them to feel they’re in another world”. Again, the parks remain like this to this day. They are designed so you only see and experience what’s going on in the land around you.

This feeling of escaping reality and taking time to simply enjoy yourself, friends, and loved ones is something special that Disney has created. There’s a calming feeling that flushes over you even before you arrive at the parks. It may begin when you start your travel or when you get to your hotel. Once that feeling hits you, you’re left with happiness and excitement for the magic that lies ahead.

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