Creating booth experiences that stand out from the crowd should be high on your to-do list.
You want to make a lasting impression which is why we urge you to appeal to your attendees’ senses and emotions and not just their logic and reason.
Sensory decision-making is key to creating an immersive and interactive booth experience that influences how attendees perceive, process, feel, and behave at your booth. In this blog, we’ll explore what sensory decision-making is and how you can use it to your advantage at your next exhibition.
What is sensory decision-making?
Sensory decision-making is the process of making decisions based on sensory information rather than rational or logical information. Sensory information is any input that stimulates one or more of the five senses: sight, sound, smell, touch, and taste. It can be influenced by factors such as attention, emotion, memory, motivation, and context.
- A pleasant scent can capture attention, evoke emotion, trigger memory, increase motivation, and create context for an experience.
- A catchy sound can create mood and personality, attract attention, convey information, elicit emotion, and enhance memory.
- A vivid colour can attract attention, convey information, evoke emotion, influence mood, and create contrast.
- A tactile material can create interaction and engagement, stimulate curiosity and interest, trigger emotion and memory, increase compliance and attitude, and create ownership and value.
Take stock of the above. Read it again and remember it.
Sensory decision-making in action
Sensory decision-making can help your attendees remember more of what they’ve learned at your booth, which will influence their decision-making process. The knock-on effect is you’re giving your business a better chance of boosting your exhibition performance and achieving your goals.
Tips for using sensory decision-making to create an immersive booth experience include:
- Using sight to attract attention and convey information. Sight is one of the most dominant senses for people, and it can have a powerful impact on how they perceive and evaluate your booth.
- Using sound to create mood and personality. Sound can be a strong sense which can have a powerful influence on how attendees feel and behave at your booth.
- Using smell to create association and memory. Smell is the most primitive and emotional sense, and it can have a lasting impact on how they remember and associate your booth.
- Using touch to create interaction and engagement. Touch is a personal and intimate sense, and it can have a direct impact on how attendees interact and engage with your booth. You can use touch to create interaction by letting them touch, feel, or try your products or services. Create engagement by using tactile materials, textures, or shapes that stimulate curiosity or interest in your potential customers.
A deeper look at touch
Touch can have a positive effect on people’s social behaviour.
It can increase compliance, enhance attitudes, create bonds, and strengthen relationships. Touch can trigger the endowment effect, which is the tendency of people to value something more when they own it or feel a sense of ownership over it.
In addition, touch can shift the brain into a deeper level of engagement, which can create knowledge rather than memory. This means that potential customers will not only remember what they learned at the booth but also understand and apply it.
Take your exhibiting to the next level
Using sensory decision-making to create an immersive booth experience can help your attendees remember you, heightening your chances of re-engagement. Influencing the decision-making process of your attendees can be done and with a little help from Expo Stars, we can make your next exhibition one you will remember too.
Get in touch for more information on incorporating sensory decision-making into your exhibitions.