What is Event Design? How Can It Help Make Your Events Stand Out?
Event design is the art and science of creating a unique and memorable experience for your guests. It involves creating a cohesive plan that takes into account all the elements of the event, from the venue to the activities, the décor and beyond.
The goal of event design is to ensure that all aspects of the event work together to create an unforgettable experience for your attendees. This means understanding the event goals, developing creative concepts, and executing them in order to create a successful event.
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How to use Event Design to Improve the Attendee Experience
The hero’s journey
Other forms of storytelling
Event Types & Their Relationship to Event Design
Corporate conferences
Community conferences
Conventions
Trade Shows
What Event Design Tools and Techniques Exist?
Visual event tools
Auditory tools
Physical space design and planning
Gastronomic event design
Virtual event tools
Accessibility in event design
Event design trends in & how to use them for maximum effect
Death to the conference booth
Gamification
Event design principles are based on research in psychology, sociology, and anthropology to understand how people interact with each other in physical spaces.
The principles include:
creating an inviting atmosphere
telling a story
using color to create emotion
creating visual cues to direct guests and designing for flow and movement within the space
creating activities for everyone to participate in
By applying the principles of event design, you can create an environment that will keep your audience engaged and delighted.
Event experience design goes beyond just planning what will happen at your event; it’s about creating an environment where people feel comfortable, engaged, and inspired. Event planners use a combination of techniques such as storytelling, interactive activities, music selection and more to help bring their vision for an amazing event to life.
Event strategy: The core of event design
Event design is more than just setting up tables and chairs – it’s about creating an immersive experience that brings the audience together to experience something special.
Event strategy is how we understand the event goals, develop creative concepts based on those goals, and execute them in order to make your events stand out from the crowd.
Learn more about event strategy here.
Understanding your audience
Event design is about creating experiences that are engaging, memorable, meaningful, and enjoyable for the audience. That’s why one early aspect of the event design and event strategy process involves understanding your audience’s needs and wants so you can use that information to influence production decisions. The most straightforward way to get this information is through audience surveys and interviews.
Since every audience is so different it’s important to do your homework and come to the table with a clear understanding of the audience before making big production decisions. For example, if after you complete your audience survey, you discover your audience is introverted and prefers quiet, intimate gatherings, it doesn’t make sense to host a loud dance party!
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Some information about your audience that will be helpful:
Interests: what type of music do they like? What activities do they enjoy?
Career goals: where are they trying to go in their career?
Personal goals: where are they trying to go in their lives?
Questions about a certain topic: What questions does your audience have about the main topic of the event?
Expectations: What does your audience expect from an event? What do they consider to be a good event?
Learning styles: how best does your audience learn?
For as long as there have been human beings, we have connected with each other through storytelling. Storytelling helps create emotional connections, builds trust and loyalty, and fosters relationships. Therefore, storytelling is a powerful element of event design and a tool to engage your audience at your events.
At the simplest level, your storytelling can include stories about the event itself, its history, or the people involved in it. Your event storytelling can be the attendee’s experience itself: how they are the hero in their own journey.
The Hero’s Journey
In his famous book, The Hero with a Thousand Faces , Joseph Campbell explains:
“A hero ventures forth from the world of common day into a region of supernatural wonder: fabulous forces are there encountered and a decisive victory is won: the hero comes back from this mysterious adventure with the power to bestow boons on his fellow man.”
Taking this concept from Campbell, we can think of the events we create as their own hero’s journey.
What is the common enemy or challenge the attendees face and how can we as event organizer’s help them gain that decisive victory? There are a million ways to answer this question! And we can use event design to do it.
Other Forms of Storytelling
Storytelling can be used in many different ways during events. You can use it to introduce the topic of discussion or explain why something is important. You can also use it to provide context and connect with the audience on a personal level. With storytelling, you can create an immersive experience that will keep your audience engaged and interested in what you have to say.
To give you some fodder for event design brainstorming in regards to storytelling, here is some additional reading for you to consider. As you read through, think about how you can translate some of these storytelling concepts to the experience you want to create for your audience.
Events create a platform for people to come together, build relationships, and share experiences. With the growth of technology, events have become more diverse and event design has also evolved to accommodate these different types of events. Each type of event has its own ever evolving set of rules, trends and traditions that can inform an event’s structure.
Don’t be afraid to break the rules and buck the trends! It’s like learning the arts: we start by studying the classics then move to defining our own style. Not to mention, what works for one audience may not for another, and local cultures and customs also play a huge role in what will resonate with audiences.
Ultimately, we can’t forget about purpose and its central role in event design.
Why are we having this event?
What is bringing us together?
How do we know who belongs here and who doesn’t?
As our hero and constant inspiration, Priya Parker says in her book, The Art of Gathering: How We Meet and Why It Matters,
“Why is this night different from all other nights? Before you gather, ask yourself: Why is this gathering different from all my other gatherings? Why is it different from other people’s gatherings of the same general type? What is this that other gatherings aren’t?”
Corporate conferences
Typically B2B (business to business), these kinds of conferences center their activities on connecting people who want something with the people who have it. Corporate conferences are typically very large, anywhere from 10,000-100,000 participants.
Community conferences
At community conferences, people typically come together around one interest or cause with the intention of learning, organizing and making some kind of change.
These can be related to political topics, social justice goals and communities within industries, like Clarity, that focuses on the design systems community and how its members can learn and make design systems better and more inclusive for all.
Conventions
Comic Cons are the gold standard for these types of events. People who are fans of a particular genre or title of media come together to share their interests and meet new people. Cosplay, artists alleys where artists sell their wares and panels with actors or creators of the media are commonplace at conventions. San Diego Comic Con, Star Trek Las Vegas, and Creation Entertainment’s line up of fan conventions are great examples.
Trade Shows
Trade shows play a huge role in how brands get their products into online and brick and mortar shops around the world. Trade shows typically revolve around a type of product or type of consumer. Brands that serve these audiences set up booths with their collections that are ready for wholesale and buyers use the event to browse and shop products for upcoming seasons. Trade shows are also a way for brands to unveil new products and get them in front of the press and industry influencers.
Some of the biggest trade shows in the world are the Consumer Electronics Show (CES), MAGIC, and Natural Restaurant Association Show.
There was a time when simple effects like smoke machines, lasers, strobe lights, and projection mapping were considered the height of event tech. But modern tools and techniques have made it possible for event designers to create unique experiences that engage attendees in ways that were not previously possible.
With the rise of virtual events, event design techniques have become even more important as they help to create immersive experiences for attendees. It’s forced a lot of organizers to pay attention and be innovative to capture the attention of their audiences.
To give you an idea of the kinds of technologies and tools available to use in event design and planning, we’ve laid out some options in categories below. Notice how some tools cross multiple categories.
Visual event tools
Projection mapping software: Used to create 3D visuals that can be projected onto surfaces, such as buildings or stages.
Digital signage software: Used to manage and display dynamic content on screens, such as video walls, digital billboards, and LED displays.
Virtual event platforms: Used to host online events, such as webinars, conferences, and exhibitions, and enable interactive features such as chat rooms, Q&A sessions, and virtual networking.
Event planning software: Used to manage logistics, budgeting, and other aspects of event planning, and can include features such as seating charts, registration, and vendor management.
Photo and video editing software: Used to create and edit photos and videos for use in event marketing, social media, and other promotional materials.
Interactive kiosks: Used to provide engaging and interactive experiences for attendees, such as touch-screen displays that provide information, games, or virtual reality experiences.
Augmented Reality (AR) and Virtual Reality (VR) software: Used to create immersive experiences that can be incorporated into events, such as AR scavenger hunts or VR simulations.
Auditory tools
Sound mixing software: Used to mix and edit audio tracks for events, such as concerts or presentations.
Audio playback software: Used to play music or sound effects during events, such as theater productions or fashion shows.
Public address systems (PA systems): Used to amplify and broadcast audio for large audiences, such as at outdoor events or sporting events.
DJ software: Used to create and mix playlists of music for events, such as parties or weddings.
Audio conferencing software: Used to facilitate virtual meetings and events where participants can join and communicate via audio, such as webinars or online training sessions.
Speech recognition software: Used to transcribe spoken words into text for events where real-time transcription is needed, such as conferences or meetings.
Audio recording software: Used to record and edit audio for events, such as podcasting or audio production for commercials or videos.
Noise-canceling technology: Used to reduce background noise in noisy environments, such as concert venues or sports arenas, to improve audio quality and clarity.
Space design and planning
Computer-Aided Design (CAD) software: Used to create 2D and 3D models of event spaces and layouts, including detailed drawings of lighting, seating arrangements, and staging.
Floor plan software: Used to create and customize floor plans of event spaces, including features such as room dimensions, furniture placement, and traffic flow.
Virtual reality (VR) software: Used to create immersive simulations of event spaces that can be explored and modified in real-time.
Projection mapping software: Used to create visual effects that can be projected onto surfaces, such as walls, ceilings, or floors, to enhance the overall ambiance of an event space.
Lighting design software: Used to create and design lighting schemes for events, including color, intensity, and timing of different lighting elements.
Audio design software: Used to create and design audio effects and soundscapes for events, such as ambient soundtracks or special effects.
Event planning software: Some event planning software also includes spatial design features, such as tools for seating charts, floor plans, and vendor management, allowing event planners to manage all aspects of event planning and design in a single platform.
Gastronomic event design
Menu planning and recipe management software: Used to create and manage menus and recipes for events, including recipe scaling, ingredient tracking, and cost analysis.
Catering and event management software: Used to manage the logistics of catering and events, including guest lists, seating arrangements, invoicing, and vendor management.
Inventory management software: Used to track and manage food and beverage inventory for events, including ordering, receiving, and storing ingredients.
Point of Sale (POS) software: Used to manage transactions and payments at events, including processing credit card payments and issuing receipts.
Food and beverage pairing software: Used to suggest food and beverage pairings for events, based on flavor profiles, cultural traditions, and dietary restrictions.
Social media management software: Used to promote and market gastronomic events on social media platforms, including scheduling posts, monitoring engagement, and analyzing metrics.
Event ticketing and registration software: Used to manage ticket sales and registration for gastronomic events, including pricing, availability, and seating preferences.
Food and wine rating and review platforms: Used to research and compare food and wine options for gastronomic events, based on ratings, reviews, and user recommendations.
Accessibility in event design
Closed captioning and subtitling software: Used to create captions or subtitles for videos or live presentations, making the content accessible to individuals who are deaf or hard of hearing.
Screen readers: Software that reads text out loud for individuals who are blind or have low vision, allowing them to access event information, such as schedules or event descriptions.
Braille translation software: Converts text into Braille, allowing individuals who are blind or have low vision to access event materials, such as brochures or programs.
Sign language interpretation software: Used to provide live sign language interpretation for events, allowing individuals who are deaf or hard of hearing to participate fully.
Accessible website and app design software: Used to design websites and mobile apps that are accessible to individuals with disabilities, including features such as high contrast, large fonts, and screen reader compatibility.
Wheelchair mapping software: Used to create accessible routes and maps of event spaces for individuals who use wheelchairs or mobility devices.
Assistive listening devices: Used to amplify sound for individuals with hearing impairments, including devices such as FM systems or induction loop systems.
Event planning and management software with accessibility features: Some event planning and management software includes accessibility features, such as tools for managing accessible seating, sign language interpretation, or other accommodations.
Coming into an events industry that is still making its comeback post pandemic, event design got its due attention when organizers suddenly found themselves facing completely new landscapes. We saw a lot of experimentation and an evolution in experiential marketing and interaction that we don’t see changing any time soon.
While we tend to shy away from using the word 'trend', experiential marketing is an area of event design that is having its moment. Experiential marketing and interactive experiences focus on creating a memorable experience for attendees while allowing them to engage with the event in a more meaningful way.
Death to the conference booth
A trend we hope to never see die out is the death of the traditional conference booth and the emergence of interactive and experiential marketing activations. Instead of a booth, why not set up a mini coffee shop? A craft station? Or a full blown spa?
In the return to in-person we’ve seen how brands are reimagining what it means to connect with an audience and add to the quality of their conference experience beyond the typical sales pitch at a computer screen.
Gamification
Hand in hand with this booth revolution we’re seeing that gamification is the #1 tool in the conference organizer’s pocket. The tech industry understands how to gamify an experience to keep us in an app, now these same principles can be applied to incentivizing and motivating conference attendees to engage with an event in-person or online.
So how do you consider these ‘trends’ in your own event? Ultimately what these two areas of innovation tell us is that a better attendee experience leads to better outcomes and return on investment for event organizers and their shareholders.
Invest time and energy into understanding your audience and building experiences that:
Give your attendees the opportunity to interact using different senses (touch, smell, etc)
Create opportunities for different levels of engagement: introverts vs extroverts
Adds positively to the attendee experience
Is in line with the event’s overall tone and goals
Is accessible to as many attendees as possible
To wrap up, event design combines the art and science of crafting a one-of-a-kind and unforgettable experience for guests. By carefully considering every element, event designers create a cohesive plan that harmoniously serves the audiences needs.
The ultimate objective is to ensure that each element works in unison, resulting in a truly memorable experience for attendees. Event design encompasses understanding the event's objectives, devising innovative concepts, and skillfully executing them to achieve a successful event.