Citizens Who Are Afraid of Blood Tests Are Testing ArtPlayer’s Calming Solution


AALBORG, Denmark June 04, 2019 — Seven citizens, who absolutely do not like taking blood samples, helped to test whether calming art images and music make blood sampling a better experience in Health Innovation Centre of Southern Denmark.

Here, they, along with CoLab Plug & Play, Aalborg University’s Department of Architecture, Design and Media Technology and the company Cumedin ApS, which owns the streaming service ArtPlayer, helped investigate whether the solution ArtPlayer has a calming effect on people who are nervous about blood sampling.

Solvej Mathiesen, Project Manager, Health Innovation Centre of Southern Denmark:

“In the process, I have had contact with many people who, to varying degrees, feel discomfort during the blood sampling or have had some bad experiences with it. I have got the impression that there is a larger audience that might be helped by something as simple as a streaming service such as ArtPlayer.”

The purpose of the test was to investigate whether calming images and music help the test persons’ nervousness – objectively whether calming images and music have effect on the test persons’ pulse and facial reactions during blood sampling.

Prior to the test, the test subjects were therefore fitted with a belt for measuring heart rate. During the actual test, the test persons sat in front of a TV screen with calming images and music in the headphones, while their facial reactions were filmed by a webcam.

After the test, data was processed by Aalborg University and a publication of the results is now available.

The main findings of the ArtPlayer testing is summarized in the following:

  • A reduction in participants’ average heart rate during the ArtPlayer intervention pointed towards a relaxing effect
  • According to t-tests the participants’ heart rate was significantly lower during the ArtPlayer intervention
  • Both the relaxation rating scale values, and post-intervention interviews, showed that ArtPlayer had a positive effect with many saying it was good for “getting their mind off of [having their blood drawn]”.
  • All the participants stated that the application had a positive relaxing effect on their state of mind
  • Two of the participants said that they got sleepy while watching the slideshow with one saying that they ”would have fallen asleep” if it had continued
  • The interviews with the participants found that although the tastes of each participant varied a lot, it did not seem to have an influence on the overall experience when sitting for a long enough time.

Hendrik Knoche, Associate Professor, Aalborg University:

“Based on the self-reports, ArtPlayer acted as a form of a mentally demanding distraction to people that helped keep their mind of having blood drawn soon by looking at the images. This had a relaxing effect as evidenced by the participants self-reports and reduction in heart rate.”

The ArtPlayer test was partly funded by The Innovation Fund Denmark’s InnoBooster Program.

For additional information please contact Morten Kryger or visit

About Health Innovation Centre of Southern Denmark and CoLab Plug & Play
The Health Innovation Centre of Southern Denmark is the central division for health innovation in the Region of Southern Denmark. Under here, Colab Plug & Play is a modern test environment that provides facilities on commercial terms, combined with technological service and guidance.

About Aalborg University
Aalborg University’s Department of Architecture, Design and Media Technology is a multi-campus institute with departments in Aalborg, Copenhagen and Esbjerg, whose purpose is to teach, research and disseminate knowledge within architecture, urban, industrial design and media technology.

About Innovation Fund Denmark
Innovation Fund Denmark invests every year in new knowledge-based initiatives that create growth and jobs.

About ArtPlayer
ArtPlayer is part of Cumedin ApS, a culture and media company focused on the distribution of TV and digital signage art to airports, hotels, restaurants, libraries, hospitals etc. ArtPlayer is a leading global provider of TV streaming and digital signage art that can be adjusted according to purpose, style and mood for displaying in public spaces and the future digital home.


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