We were wondering how our creative team was meeting the new challenges posed by virtual events, so we snagged some time with our creative director and a couple designers to chat. It turns out, many of the principles that have guided their design work for live, in-person events over the years hold doubly true in the virtual world.
Maximize Space / Minimize Clutter
IRL: Don’t fill up the room with signs and screens – make thoughtful choices when it comes to media. Often we’re working in spaces that are already a bit busy (think wild hotel carpet or trade shows filled with brand activations), so we always look to embrace simplicity where we can – and add vibrancy and interest where it really counts. This also holds true for slide design, big time! Even when something is up on a big screen, there’s only so much the human eye can take in.
Virtual: There’s a certain freedom in knowing exactly how your audience is going to experience a virtual event. Yes, their screen sizes may differ, but we know that the content we’re designing will be delivered on a personal device, just a few feet from the attendee. So, of course, we want it to be pleasant to look at and experience – hopefully it’s a welcome respite from the constant barrage of content and apps that are part of our daily work life. Additionally, there are fewer touchpoints when it comes to digital experiences, so there’s a temptation to jam in more media and branding, but restraint is key. The upside is that without print deadlines or budgets, we can play more with little touches such as rich illustrations, smart iconography and motion graphics to add depth and interest while keeping it uncluttered and clear for the attendee.
Create a Sense of Place
IRL: Cold cavernous conference center? Run-of-the-mill hotel? Or even a jaw-dropping historic space – we always work to make our venue sing with a sense of place that’s specific to the client and the event. In person, we accomplish this with large-scale experiences, thoughtful signage, swag and more (we love a good window cling!) And it isn’t just to make it pretty: It frees up cognitive space for participants. Design helps them know they’re in the right place at the right time; design can even start guiding attendees toward the right emotional state to take in information.
Virtual: This concept of freeing up mental space is just as important for a virtual event. Consistent design, from the invitation to the launch page to the speaker backgrounds, helps attendees remember which event they’re diving into and prepares them to engage. Additionally, using key components of the event visual language to keep ideas or work alive after the event (for example, in surveys or communications about campaigns or work discussed at the event) can help build continuity and clarity.
Battle Distraction
IRL: Email, texts, social media – it’s always a temptation to just have a quick look during a lull in an event. In person, we combat this by constructing agendas with an eye to keeping energy up, encouraging participation and, of course, by invigorating moments and spaces with pops of color and brand.
Virtual: It’s a tougher battle when you’re connecting with people who are at their kitchen table! The distractions calling to us have multiplied. There’s a bigger consideration here about structuring virtual events and building captivating digital tools, but a key element across the board is compelling design. We’ve found that motion graphics are our friend here – a little bit of movement goes a long way toward building energy and helping people resist the urge to click away and check their feeds.
Creating a compelling experience requires thoughtful design, regardless of the platform. We’re learning every day that there are both challenges and bonuses to working in the completely virtual world, but that many of the things we’ve learned about the power of design over the years hold true – and are perhaps even more important.