The Events Psychologist, Kelly McCormack, tells us about the psychological impacts of event design.
Today, event profs are increasingly prioritising the social impact of events, aiming to create meaningful emotional connections. Event design goes much further than aesthetics and Instagram appeal. The visual setup of an event plays a crucial role in shaping the atmosphere and influences the mood and behaviour of delegates. A thoughtfully designed event space not only enhances the overall experience but also creates an environment that will ultimately contribute to the success of the event.
Kelly McCormack has worked in events management for over 10 years after graduating university with a degree in psychology, and is set to be this year’s keynote speaker at CHS Birmingham.
Over the years, Kelly has combined her knowledge in both fields and created The Events Psychologist, a collection of research that event profs can use to enhance their events by delving into delegate’s psyches. Kelly highlights the importance of stepping into delegates’ shoes to do this: “When designing an event, you need to take into consideration social psychology and how people behave. This can get a little lost when budgets and resources come into play but knowing your attendees is important. Another prominent part of modern-day events is cognitive psychology because there can be such a wide range of delegates who all think differently. You have to take an extra bit of time during the planning stages to think about how your event will look to a variety of different people.”
“One of the key motivators for delegates is escapism, events should allow them to step away from everyday life.”
According to the emotional design theory by Don Norman, there are three levels of design that elicit different emotional responses: visceral, behavioural, and reflective. Visceral design refers to the subconscious reaction to the appearance of the event, such as lighting, sound, and colours, as Kelly explains: “There’s been so much research into sensory stimulation and how it affects short- and long-term memory. The conclusion from them all is usually the same, it’s all about feelings. If you can make your attendees, feel really good, they’ll retain information for a much longer time. Music psychology is also important as music has a huge effect on mood and emotions. Take into consideration the type of playlist you want and what you want the tone to be as upbeat songs will create an energetic and lively atmosphere and slower, more melodic songs will make delegates feel calm and relaxed.”
Behavioural design refers to the functional aspects of an event, such as the layout and usability. This is particularly important for reducing stress and anxiety levels for nervous delegates as well as catering to neurodivergent people: “Environmental psychology is super important here. Things like the temperature of the space, how big it is, and if there are any quiet rooms available all need to be considered,” says Kelly. “Both physical and mental space play a huge part in encouraging networking and reflection”
Reflective design is all about the cultural aspects of the event, such as the meaning, value, and identity. Reflective design can influence the attitude and preference of delegates, as well as their loyalty and advocacy of the event. A meaningful and relevant theme is more likely to resonate with and inspire delegates than one that is irrelevant or uninteresting: “When companies host an event, they’ve usually put a lot of money into it so will try and pack out the agenda. However, allowing attendees to have space and time to talk and think about what they’ve just experienced means that it’s going to stay with them for a lot longer.”
Find Kelly on Instagram @The.events.psychologist