The role of sensory design in creating memorable event experiences

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.