Meaning And Principles Of Event Design

Table of Contents

Introduction

Events are important in every sector, whether it is an institute or a government organization, bank, school, non-governmental organization, society or even home. Philip Kotler defines events as occurrences designed to communicate particular messages to the target audience. Events provide an opportunity to communicate, to get to the market [Customers], build relationships and create space in the market of their own arena.

Here, the key part is “communication” which is getting us to the market. So, does that mean that events are the only way to communicate with our customers? The answer is “No“. We also use other modes such as press, televisions, posters, radio, hoardings and other forms of media to communicate. However, if we notice, we will realize that all the above means of communication provide one way of communication. None of the above channels provide a platform to talk to our customers. We thus cannot be assured, if our customers have heard the information and will be acting upon the information. This is why we have an event – a way to speak to our customers at a personal level and to get them to experience it. Now that we have understood the importance of an event, it is essential that the event manager comes up with some unique and innovative ideas.

Meaning Of Event Design

Event designing is concerned with the development of an event environment in line with the event concept, to achieve the event objective and at the same time keep the customers impressed and the event remembered for.

Event designing starts from conceptual development to staging an event with the key elements of creativity and uniqueness.

Brown’s Definition Is As Follows:

- Event Design is the creation, conceptual development and staging of an event using event design principles and techniques to capture and engage the audience with a positive and meaningful experience.

- The event designed experience maximizes the effectiveness of communication with the audience and as a consequence increases the potential for the event to meet and exceed its stated aims and objectives while providing the foundation for the delivery of an optimal or peak experience for the audience.

The core questions such as “1- Why is the event held, and for whom? 2- What is its substance and the expected outcomes?“ becomes the guiding factor in event designing. Though the whole exercise may be focused on identifying the unique element to make the event special, it must not lose the essence of customer ‘Centricity‘. Event design is concerned with how to capture the audience and exceed their expectations. Therefore, we need to put the audience ‘first‘ in our thinking and develop the event concept.

Though event design is concerned with the creation of event’s aesthetic ‘look’, theme and feel, it is also intricately linked to the audiences’ behavior, and the culture they are from. Event design approach enables us to influence audience’s behavior and move them collectively to feel engaged, thrilled, enthralled, excited, convinced, engrossed, united and much more.

The event manager must use this opportunity of communicating with the audience effectively by developing an effective event design. The event manager should always remember that an event is like a product which should be packaged so attractively with the elements of creativity, uniqueness and customer’s perspective that it fully realizes the potential of event experience.

Principles Of Event Design

The primary quality of a good Event Design is that it is stimulating to all our senses. It has a ‘WOW‘ factor in it. The level of stimulation may vary among individuals. The same design will have a different appreciation level sought from different people.

According To Brown “Event Design Has Five Principles”

1- Scale: This is defined as matching the scale of the activity to the venue and ensuring that, regardless of the distance from the activity to the audience, the audience can clearly see and understand what is being presented. This aspect plays a key role in the formation of customer satisfaction.

Venue therefore needs to be selected or created keeping the scale of activities in mind. Venue not only includes the space; but also includes its physical design and layout. Physical design and layout of the venue greatly impact the way the activities and customer’s seating arrangements will be planned.

When the scale is not appropriate it means that the size of the activity with respect to the venue is not proper which leads to difficulty on audience’s part to appreciate the activity. In such cases, it is difficult to hold the audience till the end of the event.

2- Shape: Shape has been defined as how the audience responds to the physical environment in which the event takes place. Physical environment includes various factors that surround the audience in an event site. Ambient conditions including the weather, temperature, air quality, noise, music, odors, light, colors, decors, furniture, crowd, physical designs, layout, space utilization, passage, equipment, furnishings and several other conditions like these influence audience behavior

The shape of the event premises is many times manipulated by designers to influence the perceptual image of the premises scene. This means that by varying the decors, lighting, furniture, seating arrangements, color, ceiling height and flooring levels, the designer can change the perceptual image of the event site. For instance, low ceiling heights in a venue will create a perceptual image of crowded space among audience. Hence this should avoided.

Therefore, image based properties such as color, lightness and texture affect the perception in relation to the event design principle of shape.

3- Focus: The definition of focus is gaining and keeping the attention of the audience. We want our audience to look where we want them to look – and we have the power to make them do just that. For instance, if the event designer wants the audience to focus only on stage, the designer will have dim light in the seating area with a spot light on stage when the performance is going on. Similarly, in a photo exhibition where the focused areas are paintings, the lighting should be more on paintings while displaying subtle décor on wall, floor and ceiling to get least attention.

Various elements of design such as color, light, décor, texture, pattern, fixtures and others can be either exaggerated or under-represented accordingly, to create focus areas. Another aspect which the event designer should take into account is the duration of event activities which require concentration and attention. Every individual has a limited span of attention. Too long a session will not be able to hold the audience’s attention. Therefore, content design and program design is of prime importance in relation to the event design principle of focus.

4- Timing And Build: The phrase ‘timing is almost everything,’ in relation to the event design principle of timing, is of great importance. According to Brown and James, timing is all about understanding an audience’s likely attention span and response to the program element, and being able to program it to maximize their attention. The principles of timing and build overlap and in fact work together. The last event design principle of build will ensure a great event with the use of tension and release within an event. As suggested earlier, timing and build – the two event design principles are closely related and it is beneficial if these two principles are analyzed together.

Principles Of Design

While the ‘Principles Of Event Design‘ which are scale, shape, focus, time and build, are used to create an event, there are the basic ‘Principles Of Design‘ which any designer uses to create the expressions of an idea. It is necessary for every Event Designer to have knowledge of these basic principles of design. These principles of design are balance, proportion, rhythm, emphasis and unity. These are woven into the event design.

Balance

Balance as a principle of design focuses on the concept of visual equilibrium. When any design or work of art is created, it must achieve a physical sense of equilibrium which contributes to stability. In design, balance refers to the placement of objects in a way around the central axis that both sides weigh equally. For example, while making seating arrangement in an event, if one side of the venue has 50 seats while the other side has only 10 seats, there is imbalance of visual equilibrium.

Proportion

Proportion in design refers to the relative size and scale of various elements. Proportion signifies the relationship between objects or parts of a whole. We judge proportion of objects by their measurements in the actual world. By changing the proportions of objects, the designer can create different focal points. For example, in a conference to be organized on green environment, the designer can place potted indoor air purifying plants on the background of the stage and on the corners of the stage, by using a combination of tall and small plants in proportion. The taller plants can be placed behind the smaller ones so that they do not out-shadow the smaller plants. The use of the number of plants should also be proportional to the size of the stage. It should be pleasing to the eyes of the viewers and the stage should not look cluttered.

Rhythm

Rhythm is described as timed movement through space. Rhythm in a design includes repetition of motifs. This gives continuity and predictability to an art work. For example in a wedding ceremony, the entrance was decorated by placing big statues at a regular interval till the main hall giving continuity and predictability to the art work. However, sometimes rhythm or mere repetition brings monotony among viewers. Therefore, to break the monotony the designer needs to introduce variations or alterations.

Emphasis

Emphasis refers to a point of focus. A design with an emphasis like a huge statue or a water fountain, strongly draws the attention of viewers and creates interest among the viewers. Emphasis could be created in a number of ways such as by breaking the rhythm, by changing the proportion of objects, or by varying the color, texture and shape of objects used in creating a design.

Unity

Unity in design refers to coherence of the whole. Different elements and objects must give a sense of being connected together to bring out harmony of all parts. Unity can be achieved by consistency in pattern, color, idea, form and shape. For example in the decoration of a venue, the designer used curtains of mauve color and in order to create harmony, mauve flowers were used on table covers and cushion covers with upholstery material of similar color, and sometimes of different shades.

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