The first thing that comes to mind is: What is multisensory design? And why are they effective for trade fair stands? Multisensory design means creating a design with five senses to enhance the experience. In terms of exhibition stands that utilise the senses, you should make strategic designs to increase the number of visitors to the exhibition stands.

Multi-sensory design is not just about adding elements to an exhibition stand. It should complement your brand and resonate with your audience.

By incorporating multi-sensory design into the exhibition stand, we can show how they respond to exhibition stands that are based on the five senses. This increases the likelihood of messages being successfully communicated through different senses.

 

Let us look at how the senses communicate with our audience:

 

Lights captivate:

This is known as the sense of sight. Trade show booth design requires an extreme level of design sense that says to the audience, Look at me.

People tend to want to see unique and memorable designs; therefore, you have to use this type of sense.

The scent of a flower or a spray:

A slight smell can change the pleasant atmosphere of the environment. This is known as the sense of smell, where exhibition stands use selected smells to increase visitor dwell time and have a positive impact on the audience.

Soundscape:

In a lively exhibition with lots of design and attractive stands, light, sound, and music are perceived as attention-grabbing for the public. More attractive soundscapes stimulate the visitor and create a memorable experience.

A study by the University of Minnesota found that visitors spent 40% more time with exhibitions that included sound and touch than with purely visual exhibitions.

Offer the best:

Exhibition stand design needs to incorporate this feeling, which goes a long way to appealing to an enthusiastic audience. It may be simple for a food stand at an exhibition, but every exhibition needs to provide food and water to their stand. When we offer food to the person who influences us through our design and senses, it becomes clear that they want to connect with us. This is called test sense.

Create a connection:

Using high-quality products in exhibition stands and showcases with touchable displays can increase visitors’ interaction with your product. The sense of touch does not mean anything; it serves to interact with us quickly.

 

The impact of multi-sensory design on branding

Multi-sensors are a good help for any exhibition stand designer and presenter to make branding more reliable.

After incorporating multi-sensors, here is the data report that offers an impact on the exhibition stand for branding.

Improving brand recall and recognition:

A study by the Institute of Retail Design found that brands that use multi-sensory elements in their stores have a 20% higher brand recall than those that use a traditional design.

A study by the National Research Council found a 70% higher brand recall among visitors.

Improved visitor numbers:

A study by Freeman found that interactive, multi-sensory exhibits at trade shows attracted 30% more visitors than traditional booths.

A study by the Event Marketing Institute showed that visitors engage with multi-sensory elements at events. These visitors are twice as likely to convert into paying customers.

 

Conclusion

Multisensory design is an effective form of branding at trade fairs. By harnessing the power of all five senses, exhibitors can create immersive experiences that resonate with their audience and leave a lasting impression. In an increasingly competitive environment, multisensory design is not just a luxury but a necessity for brands that want to stand out and make a meaningful impression.

Read how to create strong visual identification for exhibitions: The Power of Branding