The role of sensory design in creating memorable event experiences

Abstract

Purpose – The aim of this paper is to explore the influence of sensory design elements upon attendees’ perceptions of events, focusing on all five senses and adopting a multisensory approach. Design/methodology/approach – This study utilises a qualitative research approach, employing semi-structured photo elicitation interviews. The inclusion of photographs within the interview process aids in memory recall and enables participants to articulate their sensory experiences in greater depth. Findings – The study highlights the predominance of sight and sound in shaping event experiences. Sound, particularly in concert settings, has a significant effect on mood. Scents, though often processed subconsciously, have the capacity to evoke strong emotional responses and memories. Taste, especially at events focused on food, plays a crucial role, with variety enhancing emotional connections. Touch is the most interactive of the senses. A key overarching finding is the importance of sensory congruence: when sensory elements are harmoniously aligned with the overall event theme, attendees perceive the experience as more authentic and impactful. Practical implications – The findings provide actionable insights for event planners. By recognising the significant role of sensory design in shaping attendee perceptions, event organisers can create more engaging and memorable experiences. Originality/value – This paper makes a novel contribution by addressing all five senses in the context of event experiences. It also employs photo elicitation interviews, a relatively underutilised methodology in event research.