I was a Psychology major in college.

I wasn’t sure what I was going to do with my degree. All I knew was that Business sounded stuffy and boring and psychology sounded fun. I figured maybe I’d be a social worker.

It didn’t take long going down that path before I realized that it wasn’t for me.  I was glad I had my college degree but I didn’t think I’d “use” my psychology degree.

I was wrong.

Psychology and neuroscience play important roles in events. They help us understand how people think, feel, and behave in different situations.

By applying insights from psychology, event professionals can create experiences that resonate with attendees on a deeper level.

Psychology guides planners in crafting events that capture attention, enhance learning, evoke positive emotions, and leave a lasting impression, ultimately leading to more successful and impactful gatherings.

Here are a few ways that the psychology behind expo hall navigation can provide valuable insights into attendee behavior and decision-making processes:

Path of Least Resistance

We humans are born with the desire to choose the most effortless.  Our brains are hard-wired to see the easiest solution as the most attractive (justification at its best!).

We see this on the floor as attendees follow the path of least resistance when navigating through crowded spaces. They are more likely to choose wider aisles and open pathways over congested areas, so optimizing aisle widths and traffic flow is critical.

Visual Cues

Visual cues such as bold colors, directional arrows, and attention-grabbing signage can influence attendee navigation. Leveraging these cues to guide attendees towards key attractions and points of interest can enhance engagement and interaction.

Remember Maslow’s Hierarchy of Needs?

We humans strive for love & belonging. Paying close attention to how we can create experiences where attendees feel like they belong is extremely important.

This sense of belonging can be cultivated well before an attendee arrives at the event, and should be present from the beginning.  As far as the expo hall goes, create areas within the hall that form little communities.  Lounges for certain sub-professions within the event, for example. Gather together a “first time attendee” tour or welcome reception.

We humans strive for love & belonging. Paying close attention to how we can create experiences where attendees feel like they belong is extremely important. Let’s dig further into this.

Attendees who feel a sense of belonging are more likely to return to future events. Belonging increases attendee satisfaction and overall event success.

Just Start

Even if you are new to using psychological principles, you can still:

• Start by researching key psychological theories related to community and belonging.
• Implement small group discussions or community-building exercises at your event.
• Collect feedback on these initiatives to gauge their effectiveness.
• Adjust and expand these techniques based on attendee responses.
• Continuously educate yourself and your team on new psychological insights to improve your strategies.

Baby steps compound over time.

Common mistakes

A few mistakes that are common when trying to foster a sense of belonging:

• Overlooking the importance of welcoming new attendees properly, both pre-event, and at registration.
• Failing to address or recognize diverse backgrounds and needs.
• Neglecting to follow up with attendees post-event to maintain the community spirit.

Let’s fix them

• Solution #1: The initial welcome goes a long way. Put together clear, exciting, comprehensive emails to attendees before they arrive. Make sure that you answer their questions. If they’re unsure, they don’t feel secure. Make sure that there are dedicated team members or volunteers to welcome and guide new attendees at registration. Consider welcoming them at registration with a welcome mocktail or water. Have a DJ or pipe in music to guide the energy level.

• Solution #2: Provide various activities that cater to different interests and backgrounds. Past ideas: Create areas within the hall that form little communities. Lounges for certain sub-professions within the event, for example. Gather together a “first time attendee” tour or welcome reception. Let’s expand on this. How about little meetups for people that love dogs, or love to run? How about for foodies, where they can possibly discuss the best restaurants in the area and meet up for dinner one night? Remember, it doesn’t ALL have to be work-related. Sometimes the best ways to form relationships (remember, that can lead to work relationships) is through shared outside interests).

• Solution #3: Follow up with attendees. Sure, you can include data. But don’t forget to remind attendees what a great time they had. Follow up with an email that outlines exciting wins and quotes that others spoke about thte event. Include main takeaways from general session speakers. Establish a community platform or social media group to keep attendees connected after the event.Set up a call with me and see how I can help with my consulting services.

Bring in Nature:

• Elements of nature decrease stress.  Our brains naturally gravitate towards nature.
• Bring in plants. Move breaks outdoors.  Set lounges by windows.  Incorporate shapes like curves instead of just straight lines, by using curved counters, curved seating, and aisles that meander, if possible. Incorporate natural textures like wood.

If you’re as fascinated by this topic as I am, download the wonderful white paper Nature of Space report presented by IMEX.