April 2, 2018
There are many factors that brands must keep in mind in order to make an experiential marketing event a success. However, one factor that is often overlooked is the design of the event. Design is often undervalued as an effective way to communicate a message. The design that goes into a brand experience can bring the different elements of your event to life, so this is one area that should not be ignored. How can you ensure the design of you event makes an impact on guests? Be aware of some of the design trends of 2018:
Gradient and Bright Colors
Brands are not expected to play it safe by choosing neutral colors for their décor and promotional materials. This year, the two color trends that are expected to take over the design world and bright colors and gradient colors.
A color gradient refers to a gradual transition from one color to another. For example, a color gradient design could show the color purple slowly transitioning into the color red or blue. Expect brands to use color gradient designs—especially with bright colors—to grab guests’ attention and make their event more memorable.
Brands shouldn’t play it safe when it comes to their photography, either. This year, experts predict that brands will step outside of their comfort zone and use bolder and edgier photos to convey their messaging and promote their events. Brands will use these images to show their commitment to their values and to differentiate themselves from competitors. Although artful photographs are often controversial, they are always memorable.
Several years ago, marketers scrambled to ensure their company’s website was responsible so customers would have no problem viewing it from various devices. Since most websites are responsive now, the focus has shifted to responsive logos. It is no longer enough to simply create one logo and adjust its size to fit the screen of the device that someone is using. Brands must go even further and create multiple versions for each device. For example, someone who accessing a website from an Apple iPhone X may see a slighter different version of a logo than someone who is accessing the website from an older smartphone model with a smaller screen. This may not seem important when planning an experiential marketing event, but marketers should remember that it’s the smallest details that often make the biggest impact on guests.
3D Web Design
Another trend that could bring changes to your brand’s website is 3D web design. A growing number of brands are starting to incorporate 3D design elements on their website, and many of them are doing so to promote upcoming experiential marketing events.
For instance, let’s say a clothing company is planning a pop-up shop in the near future. To promote the event, the website could add a 3D dressing room feature that allows visitors to see some of their favorite pieces on a 3D figurine.
Adding 3D design elements to your website is a great way to make it appear more fresh and innovative. Even after the event is over, this feature can be used to make the browsing experience more enjoyable for visitors.
Event designers are starting to use lines to visually alter the appearance of venues. A venue with high ceilings may be problematic for brands that don’t want the space to appear too over-the-top or empty. To solve this problem, designers can use strings of lights that fall from the ceiling and hang low to the floor to draw the ceiling in closer to the guests. Small spaces can also be opened up by using horizontal and vertical lines on carpets or decorative wall art. This is a great trick to keep in mind in order to make the venue perfect for your event.
A Mix of Modern & Retro Designs
Experts predict that many experiential marketing events will feature a mix of both modern and retro design elements in 2018. For example, event designers could combine retro-inspired furniture with modern lighting and innovative technology.
The retro elements of these events may be inspired by the past, but they won’t make the event look outdated. If you choose to incorporate this trend into your design plans, be sure to research different decades to determine where to pull inspiration from. Marketers can incorporate retro elements into their design to infuse certain qualities, such as the drama of the 1980s or the decadence of the 1920s, into their events.
Digital Handmade Art
Brands often work closely with graphic designers that are trained to use various sophisticated programs to create eye-catching designs. However, graphic designers may not need to use complex programs to create graphics for events that take place in 2018. Experts predict that marketers will shift towards “digital handmade art” that looks as if it is hand-drawn as opposed to made by a computer program.
The art may look hand-drawn, but graphic designers will still be needed to perfect it. This look, which is often achieved with a tablet and a stylus, can make the brand come off as more authentic and effortless.
Another trend that is expected to take the experiential marketing design world by storm is 3D typography. This year, printed words will no longer look flat and two-dimensional on plain sheets of paper. Instead, marketers can use 3D typography to make the words appear as if they are coming to life and jumping off of the page. Marketers can use 3D typography to make a stronger impact with their branding messaging throughout the event.
For more marketing insights, talk to the professionals at Factory 360. Let our team of skilled marketers plan and execute your brand’s next experiential marketing event. Call us now to learn more about how we can help!