Design aesthetics are an enormous aspect of event marketing since the visual component is often the first thing people encounter. Not only does design attract people toward a particular event or idea, it also brands a company and shapes their entire public image. Most realize that design can either make or break an event’s success, but good design can take the experience to the next level. What if designs went past the typical visual element and begin to incorporate all 5 senses of the human experience? Imagine walking into an event and facing a company’s marketing design that targeted your 5 senses: a nice relaxing aroma, sensations from different textures, radiant visuals displayed everywhere, some whimsical music that gets stuck in your head for the rest of the day, and even perhaps offering something that you could taste.
To achieve the ultimate experience, multi-sensory design suggests hitting all those 5 senses in order to achieve a much more memorable experience. Now, this is definitely a challenge, but even if a designer could go beyond the visuals and try to connect with their audience at a much more sophisticated level by using at least 2 or 3 of the senses, it’s likely that the experience would be more effective overall.
In early 2013, designer Jinsop Lee discussed this multi-sensory design theory and how it might affect the future of design in all kinds of industries. He asked a critical question: Why would design for all 5 senses be useful in event marketing and what’s the point of it? The obvious answer to those questions would be the increase of engagement from the audience that promotes critical thinking and a more meaningful type of interaction between business and consumer. Since FLIRT is in the business of attraction, we aim to attract people to our client’s events for a rewarding and comprehensive experience. If we were to utilize Lee’s multi-sensory design theory, the events that FLIRT produce may be pushed to the next level.
Since technology is expanding and opening new doors for marketing tactics, perhaps designers will also follow that same path and begin to create much more complex designs that will captivate their audiences to a whole other level. During the production of an event or corporate meeting, it might be valuable to consider designing toward more than 2-3 of our human senses in order to create a more engaging and memorable experience for attendees. Since FLIRT is always striving to produce the ultimate experience for clients, we can try to be more intentional with certain decisions that could really hit those 5 senses. It seems like multi-sensory design could be the future of event marketing as the need to create meaningful experiences go beyond “making things look pretty” and toward the goal of intellectually and emotionally simulating their audiences across all platforms.