Event Design

UNIT 9 EVENT DESIGN

Structure
9.0 Objectives
9.1 Introduction
9.2 Meaning of Event Design
9.3 Principles of Event Design
9.4 Development of Event Design
9.5 Expected Outcomes that Impact Event Design
9.6 Role of Sensory Experience
9.7 Let Us Sum Up
9.8 Keywords
9.9 References and Suggested Readings
9.10 Check Your Progress - Possible Answers

9.0 OBJECTIVES
This is the first Unit of Block 3 - The Event Planning Process. Event Design is
the first step in event planning process. Events today are mostly ‘designed’
experiences, and it is very important that the event manager designs the event
with unique elements to create a positive and meaningful event experience. This
Unit will enable you to understand the need of event designing in today’s world
of marketing. It will focus on various aspects of event designing such as principles
of event design, process of developing event design, event design model, factors
to be considered while developing an event design and factors affecting event
designing. After completing this Unit, you will be able to:
• Understand the meaning and importance of design in events;
• Explain the principles of event design;
• Learn how the development of event design takes place; amd
• Understand the outcomes that impact the event design and the role of sensory
experience.

9.1 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
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Event Planning Process 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.

9.2 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 ‘why is the event held, and for whom? 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.

9.3 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 which are
6 scale, shape, focus, timing and build.
Scale: This is defined as matching the scale of the activity to the venue and Event Design
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.

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, equipments,
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.

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.

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 programme element, and being able to programme it to
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Event Planning Process 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 analysed 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 de-
signer 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

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shape. For example in the decoration of a venue, the designer used curtains of Event Design
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.
Check Your Progress I
Note: Use the space provided for your answer
1) Define event design. Also, describe the importance of event design in
event management.
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2) Name the basic principles of design.
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3) Explain the relevance of ‘focus’ as an event design principle in the
formation of customer satisfaction at an event.
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9.4 DEVELOPMENT OF EVENT DESIGN

Event Concept Design Logistics

& Theme

Fig. 9.1:Event Design Model

Source: Bladen et al. (2012)
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Event Planning Process Event Design Model
Development of event design does not take place in one go. It is a process that
starts from the event idea which is developed into an event concept and placed
into the wider event environment, in a way, leading to the development of event
design (Fig. 9.1). All events start with an idea. A unique idea can initiate the
whole series of subsequent creative activities and enables to identify a theme.

Event concepts are different from event ideas in the sense that event concepts
are clear statements. They become the foundations on which the entire event
structure (design) could be erected. Finding answers to 5 ‘W’s (Who, What,
Why, When and Where) allow us to transfer the event idea to event concept. The
transformation stage of event idea to event concept is a perfect time for the event
manager to determine if the idea is feasible and viable. Description of the 5 ‘W’s
are:
• Who: ‘Who’ refers to the type of audience for whom the event is designed.
It not only considers the type of audience but also the internal and external
stakeholders who have invested interest in the event. Stakeholders include
corporates, entrepreneurs, sponsors, suppliers, venues, students, volunteers
etc.
• What: The ‘What’ factor refers to what the event is all about or what it
contains as offering. This primarily describes the content of event and will
be relevant for framing goals and specific objectives.
• When: ‘When’ means the timings of an event. This factor is not as simple as
it looks. Decision on the perfect timing is a critical factor in determining the
event performance. It takes internal and external environmental factors into
consideration. The factors considered include - availability of venue, other
similar events in the market, requirements of all the stakeholders, availability
of audience, suppliers availability etc.
• Where: ‘Where’ refers to the location of the event. Selection of location is
done keeping into consideration the requirement of event objectives,
stakeholders’ requirements and event design elements. The ‘where’
component along with the meeting of the above mentioned requirements,
are greatly dependant on the budget allocated.

Theme of the Event: The theme of the event should be linked with the purpose.
It should be completely compatible with the guests’ needs and consistent in all
respects. The theme of the event provides integrity and unity. In the Olympic
Games the 5 rings are used on tickets, posters, playgrounds, merchandise flags,
uniforms, décor etc. This technique helps attendees to identify the event with the
theme. Many wedding planners adopt a colour scheme or in a product launch, a
logo that is repeated on all items produced for the event, such as cards, bags, t-
shirts, mugs, gifts, decoration and posters is used.

There can be endless number of themes depending upon the event planner’s
imagination and the size of the clients’ pocket. Some of the themes could be
Rural, Urban, Historical, Traditional, Contemporary, Western, Regional (like
Rajsthan etc.), Heroes, Sporting, Film / Music, Artistic, Food, Objects (like
flowers, boat, animal, utensils, and birds), Colour and Colour Schemes, Materials
and Fabrics, Jungle, River and so on.
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While developing a theme an event planner must come up with ideas which suit Event Design
the customer’s requirement and venue selected. It should be unique and within
the budget. No theme is good or bad; its creative use may turn the event as a
unique, most liked or memorable event. See case study in Box No. 1 while
referring to Fig. 9.2 and Fig. 9.3.

Fig. 9.2: ‘Mehendi’ event at the Antalya wedding with the theme - ‘Palace of Versailles’.

Fig. 9.3: A glimpse of décor used in the engagement that took place at the beach of the
hotel at Antalya

Source: for Fig. 9.2 and Fig. 9.3: [Link]

in-antalya-turkey/

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Event Planning Process Box No. 1
Turkish delight Antalya wedding by Wedniksha, E-Factor and Showtime:
Case study
A package of events took place on April 2016, for the celebration of a
spectacular wedding in Turkey, which was organized by three Indian event
management companies - Wedniksha, E-Factor and Showtime. Wedniksha
specializes in popular spectacular weddings. It has associated with Wizcraft,
one of the number one events planning enterprises, to scale new heights in
wedding planning. E-Factor is a renowned event management company that
is known for its benchmark ‘wow’ factor by creating larger than life, one-
time events with awe-inspiring set-ups. E-factor executes corporate and social
events within India, across middle-east, south east and Europe. Showtime is
another reputed company that focuses on activations, conferences,
entertainment, exhibitions, launches, road-shows, signature events and many
others.
It was the wedding of Ajay Gupta’s son, a billionaire businessman and
politician. The celebrations took place at Mardan Palace, a world famous
heritage property, located at the beautiful Bosphorous river, that added to the
beauty and ambience of the event. The first event (Mehendi) as part of this
wedding was executed at the lobby of the Mardan Palace, by Wedniksha.
The theme of the event was ‘Palace of Versailles’. (The Palace of Versailles
is in France that was built during King Louis XIV’s reign). As the interiors
from that period also known as ‘Louis XIV-style’ is characterized by red and
gold richly-woven fabrics, the Mehendi event used the feature of gold, white
and red colour palette in décor (Fig. 9.2). Décor and planning for Sangeet
was also done by Wedniksha. The Engagement and Wedding was executed
by E-Factor (Fig . 9.3). Showtime organized a star-studded poolside reception.
Major star attractions amongst others were actors Hritik Roshan, Anil Kapur,
Dia Mirza, and artists such as singers Richa Sharma and Rahat Fateh Ali
Khan. The entertainment was managed by a company called Catalyst and
choreography was managed by Shiamak Davar. Catering was done by Season’s
Catering, and vendors for photography and videography were Sunny Digital
Imaging. The theme and décor of the event was worth remembering for and
the events were attended by 600 guests from different parts of the world.

Source: [Link]
[Link]

Intext Activity 1
You as an event manager have been asked to design an evening reception
party for a newly-wed celebrity couple who are natives of London, at a five
star resort in Rajasthan. They have demanded a royal theme to be used in
the event. What theme and décor will you suggest to them to make the
event unique and a one-time experience for them?

Once we have developed the event concept, theme and event objectives which
could be simple or complex depending on the type of the event, number of
stakeholders involved and size of the event, the event manager along with
her / his team starts working further on the layout, décor and aesthetics to go in
line with the theme, objectives and requirements of the stakeholders. This leads
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to the development of Event Design. Event design thus communicates the theme Event Design
and creates the event environment along with food and entertainment, all flowing
in harmony. Event designing is about all the elements that go into the event that
contribute to the experience the guests have of it; for example, the theme, the
décor, the ambience of the venue, the lighting, the music, the furniture
arrangement, the entertainment, the props etc.

Logistics which is the third component in the Event Design Model is defined as
the discipline of planning and organizing the flow of goods, equipment, services
and people to their point of use. Canadine defined logistics as: ‘The detailed
organization and implementation of a plan or operation’. The Chartered Institute
of Logistics and Transport (UK)) define logistics as, ‘The time-related positioning
of resources to meet user requirements’ where resources may be transport, storage,
information, flow of customers and customer services. Unit 12 titled ‘Planning
of Logistics’ in this Block discusses logistics as a functional domain of event
management in detail.

The 5Cs inherent to the Process of Event Design

Initial Idea

Canvassing
Conceptualization Customization

Canvassing
Event Design

Carry
out

EVENT

Fig.9.4: 5 Cs of Event Designing

Source: Gaur and Saggere (2003)

According to Gaur and Saggere an interaction between the 5Cs is inherent to the
process of event designing (Fig. 9.4). The first is Conceptualization of the creative
idea ambience followed by Costing i.e. calculation of cost of production and
margins on the event. Canvassing for the clients / sponsors, customers / audience
and networking is the next step. Depending on the customers’ needs and marketing
objectives, Customization of the concept is required. Finally, the most important
part of event management is the execution of the event as planned. This activity
is termed as Carrying out of the event. A complex interaction between the various 13
Event Planning Process Cs takes place before the carryout stage, and this depends upon the client’s
requirements, constraints caused by the budget and so on. The final concept that
will be actually carried out, is a derivative of a series of modifications to the
initial concept after accommodating changes required for a perfect fit amongst
all other Cs during the conceptualization process.

Relationship of Stakeholders
An event does not operate in isolation. It is an outcome of team effort which has
an involvement of various stakeholders. Hence this is a major factor affecting
event design. These stakeholders foster a relationship with each other which
goes beyond the life of the event. Thus, the process of event design starts with
the identification of stakeholders. Fig. 9.5 specifies the relationship of stakeholders
with the event.

Host Organisation

Participants & Host Community

Spectators

EVENT

Sponsors
Co-workers

Media

Fig. 9.5: Relationship of Stakeholders to an Event

Source: Mcdonnell et al.(2011)

There has to be a strong relationship amongst stakeholders. For example, if co-

workers (suppliers and vendors) are not satisfied with the past treatment of the
host organization they might not willingly support the event. Similarly the
participants might not support a particular event. Consent of participants is sought
through market research. Once the stakeholders are identified and the host
organization is ready with the event concept, a meeting is called with all
stakeholders. In the meeting the event concept is introduced, subsequent to which,
creative and innovative ideas start floating. At this time the event manager does
not evaluate the idea; rather the objective is to have as much ideas as possible, in
the area of expertise of the stakeholders. This works well, when the host
organization is very clear with event concept. Else, the flood of ideas sometimes
deviate the purpose of event and the event fails to deliver the experience that it
intends to do.

The flow of synergy of ideas means one person building on the idea of another
until a solution is reached. The final idea is the idea which is accepted as the
right / most appropriate idea by everyone. Recall that you had learnt how ideas
are screened in Unit 5, Block 2, of Course 1. Like any other product or service,
the success of an event depends on the right segmentation and targeting of
customer. An event organizer has a team of workers and getting work done as
per the requirements of the client and target audience is a huge task. Hence, the
ideas of each worker to develop a concept of an event should be in synergy with
14 the client’s concept and audience fit. The success of the client-concept-audience
fit depends on the proper segmentation of the client and on this basis, one can Event Design
proceed to segmentation of target audience. If the event organizer lacks one or
more necessary competencies in bringing the synergy of ideas, the client and
target audience will automatically be unsatisfied. There has to be unity in diversity.
The ultimate aim of the event team is to serve and satisfy the client and build an
image of the event company in the market. If there is synergy of ideas, the event
organizers can do wonders in the event industry as well as earn name, fame and
good profit.

Creativity and Innovation in Event Design

Creativity is the skill on which the event industry capitalises. Many times people
use creativity and innovation interchangeably, as these are the most essential
aspects of event design. However, on one hand, where creativity is about creation
and harnessing new ideas, innovation, on the other hand is taking new ideas and
developing them into something useful and practical. Unlike creativity, innovation
is very much measurable and replicable. Innovation is a productive process which
requires money for the implementation of creative ideas. With the whole world
striving for space of their own sector in the market, the elements of creativity
and innovation have found all the more reason to be given due importance by
different industries. Everybody looks for something new, something different.
Presenting the same products in the same old style may not keep the customers
attracted and retained with the product for long.

EXPERIENCE

SERVICE

Scope for Creativity & Innovation

PRODUCT

Fig. 9.6: Three levels of the experience-scape

Source: Bladen et al. (2012)

An event is a marketing tool and is professionally organized by an independent

agency. The client sees an event in its entirety as a product or often as a service
that is offered by the event organizer, as it is tailor-made or customized for that
particular client. This requires one to be creative and innovative in order to be
delivered at its excellence. Fig. 9.6 depicts the three levels of experience-scape
indicates that the event designer uses the ability of artistic depiction in both the
spheres - product as well as service to craft event objectives so as to deliver an
impressive customer experience. To develop a creative concept, to keep the viewer
interested and to make them want to take a closer look, the event planner should
have creative skills. It is known that creative individuals are always assumed to
be the most successful professionals in the field of event planning, as they are
responsible to create the ‘wow’ factor. 15
Event Planning Process Creativity is the ability to think ‘out of the box’ to generate new and imaginative
ideas and convert them into reality. This quality requires a person to perceive the
world in new ways. Creativity in other words is about unleashing the potential of
the mind to conceive new ideas. Many times we say that some people are more
creative than others. With their creativity, they are able to present ideas which
are fresh and novel. However, in order to generate new and fresh ideas, the person
should also have knowledge in the field.

Creative concept has something to do with originality, novelty, worthwhileness

and unexpectedness. Any event planner’s work that makes people nostalgic,
happy, excited or start a conversation shows that the event planner is surely
creative. Creative event planners manifest certain characteristics:
• They indulge in divergent thinking and use a sense of humour.
• They have innovative ideas.
• They have the capability to prove themselves and possess intensions to grow.
• They always believe in doing something extraordinary.
• They are ready to undertake risks.
• They have the will to do something that is uncommon.
Hot Attractions: Event planners should be aware of hot attractions where special
events could be organized or which could be marketed as a destination for
marriage, meetings, conferences, incentives, tours, exhibitions, award ceremonies
and for many other events. There are many destinations which are used for
different events. Few such examples are hosting Filmfare Awards in Dubai,
marriages at Bangkok, exhibitions at Singapore, conferences at Goa and so on.
An event expert requires collecting information related to certain destinations in
India and outside India. The information can be collected either through authentic
sources such as tours and travel agencies, websites, guide books, destination
marketing agencies / organisations or by attending some events whenever the
opportunity comes. The event expert can collect as much information as possible
related to destination, packages, offers from various airlines, hotels, caterers,
florists, promotional companies, public relation agencies or freelance
communication experts, designers along with entertainment groups etc. Few of
the hot attraction places in India and abroad that are utilized for various events
are:
Rajasthan : Udaipur, Jaipur, Jodhpur and Jaiselmer
Andhra Pradesh : Hyderabad, Vishakapattanam and Vijaywada
Tamil Nadu : Chennai, Kanyakumari and Kodaikanal
Orissa : Bhubaneshwar, Cuttack and Puri
Gujarat : Ahmedabad, Baroda and Saurashtra
Australia : Perth and Melbourne
Thailand : Bangkok, Pattaya, Phuket, Chiang Mai, and Koh Samui
Mauritius : Port Louis, Waterfront and Le Morne
Singapore : Sentosa
United Kingdom : London, Glasgow and Liverpool

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Likewise there are infinite hot attractions in almost every state of India and every Event Design
country.
Many of such destinations are rich in tradition, culture, ancient architecture,
natural beauty, religious places, regional cuisines and handicrafts. Such places
become a hub for fairs (melas), festivals, conferences, meetings and exhibitions.
All these characteristics make a destination a hot attraction and offer opportunities
for the event planner to organize special events uniquely.

Heritage to Hi-Tech: Many clients want to enjoy heritage along with culture
and application of latest technologies. Technology plays a fundamental role in
experiential marketing today and executing ideas, with the use of 3D printing,
use of videos, live streaming, drones and motion sensing devices, to name a few.
This has given scope for more creative event campaigns today. Event planners
should plan events in such a way so that they can provide their client an
environment where besides feeling the development of technology in a place,
the client also gets the feel that technology is becoming an integral part of events.
Many places are on the world’s map with hard work of government,
administrators, business sector people in preserving the heritage and bringing
latest developments in these hi-tech places. Few examples of heritage to hi-tech
states are Andhra Pradesh, Karnataka, Tamil Nadu, Maharashtra, Uttar Pradesh,
Gujarat, and Rajasthan. Such places that are culturally rich as well as changing
the face of events with the help of modern technologies and ever growing research
and development are preferred by event planners for execution of events.

Use of Technology for Creativity

Technological environment is perhaps the most dramatic force now shaping the
destiny of events. Event planners who are tech savvy are ahead of the game and
their competition. Being on top of the technology and the latest communication
devices can give event planners a competitive advantage. Event planning
companies today are investing time and money in updating technological skills,
knowledge and equipment and discovering the secret of the value it adds to their
companies and their clients. Event planners who use technology as a tool to help
them streamline their operation procedure, provide better response time to the
guests and up-to-the-minute reports for their clients. They are positioning
themselves to be able to spend more time in research, programme development,
exploring creative options and serving successfully to the satisfaction of clients.

Technological innovations such as mobile applications for events, portable photo

options for events and technologies for event managers to check out destinations
and venues without having to involve physical travel, to name a few, will be
useful for future event managers. Virtual meetings, teleconferencing,
videoconferencing, video and audio streams are already commonplace today and
are being used more and more frequently in training sessions, in-house product
launches, briefings and company presentations. To add further, the event industry
in India today has already started evolving in the technology era with modern,
unique devices and by using 4D technology, using 3D activities, holograms and
other forms of immersive technology. 3-D Hoardings and Digital Giant Video
Screens are an awe-spectacle sure way of attracting audiences. These are becoming
economically viable and more easy to program. Unique solutions using 4D
technology are gaining popularity. For example, by using 4D technology, the
Marriott Hotels take their guests on virtual tours and adventures to major beautiful
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Event Planning Process cities and warm beaches. Since technology is enabling the event industry to
provide more sensory experiences, brands are increasingly incorporating it into
their experiential marketing campaigns through events that are using technology
creatively and innovatively. See Box No. 2 for an event that uses an interplay of
technology and creativity.
Box No. 2

L’Oreal Professional Profiber Launch : Case Study

‘Onesoul Productions’ belongs to Onesoul Life, an event company that is
run by Shamita Singha and Mashoom Singha. They have collaborated with
Anup Bhatt who has an expertise in music and production, and is the technical
backbone of the company. The trio has a creative spirit and Onesoul Life is
recognized as one of the best event organizers in Mumbai. The company
organizes conferences, offsite trips, book launches, art exhibitions, show
direction, artist and model management, restaurant and bar launches, and
stage productions. In Feb 2016. Onesoul Productions organised a launch event
at the Oberoi Hotel in New Delhi to launch ‘Profiber,’ the latest breakthrough
innovation of L’Oreal Professional, one of the popular global leaders in the
professional haircare market. The client of Onesoul Life, L’Oreal Professional
decided to go in for a high integration technology, which also conducted a
laser show and a laser entrance. Those who attended the event were provided
an engaging digital experience by using photo booths, a massive LED display
and laser beam installations. This technologically packed event also included
an enthralling dance performance and an interesting and impactful fashion
show in which models walked the ramp showcasing the effect of ‘Profiber’
on their hair. All these acts gave a very creative touch to the event and the
audience enjoyed it very much.

Source: [Link]

E-commerce and Web casting is being incorporated within media planning for
events. Simulation and visualization techniques help in designing event concepts.
The muscle added at the conceptualization stage would allow event organizers
to evaluate concepts, offer unbelievable variations to their clients and will enable
in getting costing done and suppliers for the same immediately. As technology
advancements continue, event planners should be alert for products that will
further enhance their productivity and be of benefit during on-site event
coordination.
The Seven Facets of Event Design
There are seven facets of event design wherein the event designer has the
opportunity to introduce unique elements. Fig. 9.7 reveals that the event designer
needs to work on the activities of each facet to create an event environment in
line with event concept.
These facets have been discussed as follows:
• Theme Design is the application of theme development principles and
cultural iconography to communicate and integrate the purpose, message,
image, and branding of the event project.
• Content Design consists of the selection of the appropriate topics, formats,
and presenters to achieve the communication objectives and educational
18 obligations of the event project.
• Programme Design concerns the formation and choreography of the agenda Event Design
of activities, elements, exhibits, and amenities that shape the composition
of the event experience. This addresses the ceremonial, hospitality, and
communication requirements of the goals and objectives of the event project.

- Purpose & Message

- Cultural Iconography
- Image & Branding
- Theme Integration

- Communication
Objectives
- Educational Obligations
- Topic & Format Selection
- Speaker Selection
Theme Des
ign
- Agenda Choreography
- Activities & Attractions
Cont
entDes
ign
- Ceremonial Requirements
- Amenities & Hospitality
Pr
ogr
ammeDes
ign

Envi
ronmentDes
ign - Décor & Furnishings
- Site Layout
- Way finding
Pr
oduc
tionDes
ign
- Learning Environments

Ent
ert
ainment
- Lighting
Cat
eri
ngDes
ign - Sound
- Visual Presentations
- Special Effects

- Sourcing & Selection

- Entertainer Requirements
- Entertainer Controls
- Ancillary Programs

- Menu Selection
- Service Style
- Alcohol Management
- Catering Operations

Fig.9.7: Activities under each facet of Design domain

Source: Adapted from EMBOK model ([Link] & [Link] )

• Environment Design involves the creation or acquisition and arrangement

of décor items, props, furnishings, decorative embellishments, way finding
and signage systems to enhance the attractiveness and functionality of
learning, marketing, ceremonial, and entertainment environments.
• Production Design deals with the incorporation, sourcing, and selection of
the appropriate sound, lighting, visual projection, multimedia, special effect,
other theatrical elements and services to meet the communication objectives,
and to create the desired impressions and ambience of the event project.
• Entertainment Design encompasses the sourcing, selection, and control of
suitable entertainment, ancillary programs, and recreational activities in an
19
Event Planning Process event project. It also encompasses the coordinating of support requirements
for entertainers and activities in a manner that delivers the desired
entertainment experience, and that benefits the audience and organization.
• Catering Design includes the determination of suitable catering operations
and the selection of the menus, quantities, and service styles to meet the
food and beverage (F&B) needs of the event. This also includes specific
requirements associated with the serving of alcohol.

Intext Activity 2
1) Visit an event and observe it in terms of all the five principles of event
design. List down your observations.
2) Consider a folk music festival that will be held in your city. As an event
designer what factors will you consider to develop an event environment
design?

Check Your Progress 2

Note: Use the space provided for your answer
1) What are the 5Cs of event design?
...............................................................................................................
...............................................................................................................
...............................................................................................................
2) Describe the relationship of various stakeholders with the event by
drawing a diagram. Also, briefly write why it is important to involve
stakeholders at the design stage.
...............................................................................................................
...............................................................................................................
...............................................................................................................
...............................................................................................................
3) Briefly explain the relevance of creativity and innovation in event design.
How do you use technology for creativity?
...............................................................................................................
...............................................................................................................
...............................................................................................................
...............................................................................................................
4) Discuss the various facets of event design.
...............................................................................................................
...............................................................................................................
...............................................................................................................
...............................................................................................................
20
 Event Design
9.5 EXPECTED OUTCOMES THAT IMPACT
EVENT DESIGN
The outcome expected from an event greatly impacts the event design. The event
is designed to obtain outcomes that can be classified into cognitive, affective,
decisional and psychomotor domains.
Cognitive Outcomes relate to the involvement of attendee’s mind. Event designed
for this outcome may involve some kind of learning, may be learning of a new
process or new technology. For example: the government might organize an
exhibition to inform public about preventive measures and home remedies for
people affected by dengue.
Affective Outcomes relate with the attendee’s emotions. These emotions could
be of surprise, excitement, fear or awareness. For example, an event organized
on the social issue - ‘domestic violence’ presenting some shocking facts and
figures along with few live talks with victims may affect the emotions of the
attendees.
Decisional Outcomes relate to affecting the attendee’s choice making. These
events aim to change the mindset of attendees and emphasize on building new
opinion. This objective is concerned with events like new product launch and
voting opinion.
Psychomotor Outcomes relate to physical activities of the attendees. Events
such as playing sports, marathons, fund-raising games, environment protection
such as plantation activity, and cleanliness campaigns are examples of some
events where there is physical involvement of participants in some form or the
other.

9.6 ROLE OF SENSORY EXPERIENCE

Sensory stimulation forms the basis of an event experience. The event designer
has to keep this in mind when designing the event experience. Any event falling
in the category of ‘good’ would have its design appealing to the customer’s senses
of sight, taste, touch, speech and hearing.

Sight: The features which appeal our sight are the effect of lights, color, decoration
and art. By using different colours and intensity of lights, we can make our
attendees to behave in a certain way. For example - flashing bright spotlight on
the stage helps in holding audience attention on the stage. Similarly, when warm
colors such as red, orange and yellow are used they tend to excite the audience
whilst cool colors such as blue, violet make the audience calm and organized.
Decoration and art look appealing when they go in line with the theme. For
example - In an event organized to promote Indian handicrafts, if we use jute
items, bamboo and other indigenous material of Indian origin for decoration, it
will appeal the audience.

Taste: Taste is definitely a critical factor in delivering the event experience. Food
and beverages (F&B) both contribute to affect the sense of taste. Sometimes,
food is standard but the catering service is so well and creatively planned that it
appeals to the senses. Food and catering selected according to the theme contribute
to positive event experience. 21
Event Planning Process Sound: Depending on the type of event, the event designers should select the
noise level. Very loud sound often hurts physically and is disturbing. However,
certain events which require the audience to get excited and vibrant may use
loud music. Events leading to learning such as educational conferences should
have low noise levels. Again, the sound level (in terms of decibels) goes with the
selection of music and music selected according to a particular theme is appealing
to the audience.

Smell: One thing that contributes to smell is using flowers in decoration. The
smell of flowers creates an environment which is so appealing to our sense of
smell that no artificial smell can surpass it. Room fresheners are also used in
event venues. Another smell that appeals to our senses is that of food. Smell of
cooking is the best advertisement of a food stall. When the audience is hungry,
the smell of food invokes salivation. However, the smell of food is distracting if
it comes before the prescribed timings.

Touch: Designers understand that displays are better than visual stimulations.
Allowing people to touch and try is one key step towards learning or buying. In
events like exhibitions that are interactive and involve multisensory activities,
along with good lighting and easier-to-read lettering, the number of visitors is
usually large. Visitors feel more immersed and are satisfied with the overall
event experience.

Check Your Progress 3

Note: Use the space provided for your answer
1) ‘Sensory stimulation plays a key role in delivering memorable customer
experience’. Explain how.
...............................................................................................................
...............................................................................................................
...............................................................................................................
...............................................................................................................
...............................................................................................................
2) Why is it important to identify the objectives and expected outcomes of
an event in the process of developing an event design? How does it
impact the domain of event design?
...............................................................................................................
...............................................................................................................
...............................................................................................................
...............................................................................................................
...............................................................................................................

The next Unit ‘Event Planning’ of this Block will take the event one step ahead
wherein it will focus on the ‘how’ aspect of the event i.e. how to make the event
happen. With the event design as a point of reference, the event planners endeavor
to make the idea of event design functional through event planning.
22
 Event Design
9.7 LET US SUM UP
Event designing starts with the conceptual development to stage an event by
using the key elements of creativity and uniqueness. It keeps the 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. Like
principles of design, we also have principles of event design. The manner in
which these principles are used to create a design changes the expression and
message of the design.

Development of event design is a process that starts from an initial idea which is
first developed into an event concept. During this process, various stakeholders
including host organization, host community, participants, sponsors, media and
co-worker are involved to give their contribution in the development of event
design. Creativity and innovation are integral parts of event designing. An event
can be divided into seven facets wherein the event designer has the opportunity
to introduce unique elements. These facets are Theme Design, Content Design,
Programme Design, Environment Design, Production Design, Entertainment
Design, and Catering Design.

Sensory experience has a very significant role in creating the event experience.
Sensory stimulation forms the basis of an event experience. Any event falling in
the category of good must be having its design appealing to customer’s senses of
sight, taste, touch, speech and hearing.

9.8 KEYWORDS
Principle : Principle is the basic idea or rule that explains or controls
how something happens or works. Principles of design
provide concepts to be used to organize and arrange the
structural elements of design.
Perceptual Image : This is the process by which people translate sensory
impression into views, ideas and understanding.
Perceptual image is thus the image formed out of
perception.
Harmony : An orderly or pleasing combination of elements in a
whole. For instance, it could be color harmony, harmony
in fixtures, harmony in furniture layout etc.
Market Research : The process of gathering, analyzing and interpreting the
information about customer’s needs and preferences, and
other external environmental factors
Stakeholder : An individual with vested interest or concern in
something.
Event Project : It is the application of project management to the
Management creation and development of large scale events such
as festivals, conferences, ceremonies, formal parties,
concerts, or conventions.
Catered event : Any event where all who attend the event are provided
with food and drink.
23
Event Planning Process Iconography : Illustration of a subject by drawings or figures.

9.9 REFERENCES AND SUGGESTED READINGS

Bladen, C. Kennell, J. Abson, E, and Wilde, N. (2012). Event Management: An
Introduction. Oxon: Routledge.
Brown, S. and James, J. (2004). Festival and Event Management. Oxford:
Butterworth-Heinemann
Brown, Steve (2011). Event Design Principles available at https://
[Link]/ehl/fms/hums_research/ERDN/Event-Design-Principles-
[Link] accessed 20/11/2017
Canadine , I.C. (2001). Transport, Logistics and All That ! Corby, The Chartered
Institute of Logistics and Transport (UK) available at [Link]
pages/who use are accessed 08/06/2017
Gaur, S.S. and Saggere, S.V. (2003). Event Marketing and Management. New
Delhi: Vikas Publishing House Pvt. Ltd.
Getz, Donald (2012). Event Studies. Second edition. Ebook. Oxon: Routledge.
Available at [Link] accessed
24/11/2017
Khurana, A.D. (2010). Hospitality Management. New Delhi: Mohit Publications.
Kotler, P. (2002). Marketing Management. Eleventh edition international.
London: Pearson Education.
Mcdonnell, I., Allen, J. and O’ Toole, W. (2011). Events Management. Great
Britain: Elsevier Butterworth-Heinemann.
Mehndiratta, V. (2009). Career in Event Management. Chandigarh: Abhishek
Publications.
Sharma, D. (2005). Event Planning and Management. New Delhi: Deep and
Deep Publications Pvt. Ltd.
Sharma, S. (2011). Event Planning and Management. Jaipur: Aadi Publications.
Sreedhar, G.V.S. and Bala Krishna, A.V. (2006). Event-based Marketing:
Strategies and Cases. Hyderabad: The icfai University Press.
Wagen, L.V.D. and Carlos, B.R. (2005). Event Management: for Tourism,
Cultural, Business and Sporting Events. Delhi : Pearson Education.
[Link] Feb-March 2016.
[Link] accessed 20/08/2017.
[Link] accessed 8/12/
2015.
[Link] accessed 8/02/2017.
[Link] accessed 20/11/
2015.
[Link] accessed 24/11/2016.
24
[Link] Event Design
%20GDC%[Link] accessed 11/12/2016.
[Link] accessed 24/11/2017.
[Link]
[Link] accessed 8/12/2017.
[Link]
accessed 20/12/2017.

9.10 CHECK YOUR PROGRESS – POSSIBLE

ANSWERS
Check Your Progress 1
1) 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. Event design is
concerned with the creation of the event’s aesthetic ‘look’, theme and feel,
which is intricately linked to event audiences’ behavior, and the culture they
are from. Event design approach enables us to influence audience behavior
and move them collectively to feel engaged, thrilled, enthralled, excited,
saddened, convinced, engrossed, united etc.
2) The basic principles of design are balance, proportion, rhythm, emphasis
and unity. The event designer uses the principles of design to create the
expressions of an idea.

3) Focus is defined as 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
colour, light, décor, texture, pattern, fixtures and others can be either
exaggerated or under-represented accordingly, to create focus areas. Focus
also has to be built in event activities. For example, too long a session will
not be able to hold the audience’s attention. Content design and program
design are therefore of prime importance in relation to the event design
principle of focus.
Check Your Progress 2
1) There are 5Cs of event designing. The first is Conceptualization of the creative
idea ambience, followed by Costing i.e. calculation of cost of production
and margins on the event. Canvassing for the clients / sponsors, customers /
audience and networking is the next step. Depending on the customers’ needs
and marketing objectives, Customization of the concept is required. Finally,
the most important part of event management is the execution of the event
as planned. This activity is termed as Carrying out of the event.

25
Event Planning Process 2) Organizing an event is a team effort and requires the involvement of various
stakeholders. The figure below shows various stakeholders who have stakes
in the event. The figure also indicates that the stakeholders and event
organizers mutually get benefits from the event execution. Therefore, all the
stakeholders including host organization and community must achieve their
individual goals on the achievement of the common goal of event success.

Host Organisation

Participants & Host Community

Spectators

EVENT

Sponsors
Co-workers

Media

Figure : Relationship of stakeholders with the event

These stakeholders need to have strong relationships and coordination

amongst themselves which is only possible when they are involved from the
event designing stage. For example if co-workers (suppliers and vendors)
are not satisfied with the past treatment of the host organization they might
not willingly support the event. In another example, if the participants do
not support any particular event then there is no point in carrying out that
event. Consent from participants is sought through market research.
3) Creativity is about creation and harnessing new ideas while innovation is
taking new ideas and developing them into something useful and practical.
An event is a marketing tool and is professionally organized by an independent
agency. The client sees an event in its entirety as a product or often as a
service that is offered by the event organizer, as it is tailor-made or customized
for that particular client. Presenting the same products in the same old style
may not keep the customers attracted and retained with the product for long.
This requires one to be creative and innovative in order to be delivered at its
excellence.
Technological innovations such as mobile applications for events, portable
photo options for events and technologies for event managers to check out
destinations and venues without having to involve physical travel, are used
by event managers. Further, the event industry in India today has already
started evolving in the technology era with modern, unique devices and by
using 4D technology, using 3D activities, holograms and other forms of
immersive technology. 3-D Hoardings and Digital Giant Video Screens are
an awe-spectacle sure way of attracting audiences. These are becoming
economically viable and more easy to program (The example of Case Study
given in Box No. 2 can be explained here).
4) There are seven facets of event design wherein the event designer has the
opportunity to introduce unique elements. The event designer needs to work
on the activities of each facet to create an event environment in line with
26 event concept. These facets have been discussed as follows:
 • Theme Design is the application of theme development principles and Event Design
cultural iconography to communicate and integrate the purpose, message,
image, and branding of the event project.
• Content Design consists of the selection of the appropriate topics,
formats, and presenters to achieve the communication objectives and
educational obligations of the event project.
• Programme Design concerns the formation and choreography of the
agenda of activities, elements, exhibits, and amenities that shape the
composition of the event experience. This addresses the ceremonial,
hospitality, and communication requirements of the goals and objectives
of the event project.
• Environment Design involves the creation or acquisition and
arrangement of décor items, props, furnishings, decorative embellishments,
way finding and signage systems to enhance the attractiveness and
functionality of learning, marketing, ceremonial, and entertainment
environments.
• Production Design deals with the incorporation, sourcing, and selection
of the appropriate sound, lighting, visual projection, multimedia, special
effect, other theatrical elements and services to meet the communication
objectives, and to create the desired impressions and ambience of the
event project.
• Entertainment Design encompasses the sourcing, selection, and control
of suitable entertainment, ancillary programs, and recreational activities
in an event project. It also encompasses the coordinating of support
requirements for entertainers and activities in a manner that delivers
the desired entertainment experience, and that benefits the audience
and organization.
• Catering Design includes the determination of suitable catering
operations and the selection of the menus, quantities, and service styles
to meet the food and beverage (F&B) needs of the event. This also
includes specific requirements associated with the serving of alcohol.
Check Your Progress 3
1) Sensory stimulation forms the basis of an event experience. Any event falling
in the category of ‘good’ must be having its design appealing to customer’s
senses of sight, taste, touch, speech and hearing. There are different features
which appeal our sight and these are the effect of lights, color, decoration
and art. Likewise food and catering selected according to the theme contribute
to a positive event experience. Noise level should also be selected depending
on the type of event. Events that involve celebrations or entertainment and
want the audience to get excited may use loud music. But for several other
events loud sound may hurt and becomes disturbing. Similarly the smell of
flowers, room fresheners and sometimes even food may be stimulating to
the audience. Event designers understand that displays are better than visual
stimulations. Allowing people to touch and try in events is one key step
towards learning or buying. To create a memorable customers’ experience,
the above sensory stimulations should be sensibly and creatively used by the
event designer 27
Event Planning Process 2) It is important to know the expected outcome of an event as it would greatly
impact the event design. The event is designed to obtain outcomes that can
be classified into cognitive, affective, decisional and psychomotor domains
(Details on these event outcomes given in section 9.5 should be mentioned
here). Different event outcomes demand different kinds and levels of
attendees’ participation. The event designs enable the event manager to
achieve the required level of involvement of attendees.

28