Immersive storytelling in real-world environments

In a way, classic adventure games were the precursors to the escape rooms that are popping up in strip malls and warehouses all over the country. But unlike adventure games, escape rooms take place in physical space with tangible objects. But just like with video games, people who design escape rooms and other kinds of live, narrative experiences can benefit from an understanding of human psychology. What kinds of boundaries do typical human perception and information processing place on how an escape room can be designed? How can the well worn mental shortcuts that people use to make decisions and understand the world be used to advance a narrative or provide clues for a puzzle? And then how can these concepts be looped back around to lessons that can be applied to video game design or even how to play a video game and interact with other players while trying to solve some challenge?