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Establishing mood is an important part of immersing the player into your game. While architecture and terrain firmly establish in the player’s mind where he is, you can help the player better understand the emotional impact of a place by enhancing its ambiance.
Definition
Ambiance: The special atmosphere or mood created by a particular environment. “The noir ambience is dominated by low-key lighting... and deep shadows, creating feelings of disorientation, loneliness and entrapment.” (UCLA Film/TV Archive).