As attendees become more design-savvy, the bar for creating events that feel curated, modern and set the vibe is higher than ever. Event design and specializing in “live format UX (user experience)” is a growing approach.
As a 30 year veteran in corporate events, I have seen trends come and go. Seeing the same rentals, signs and looks at events creates a same-sameness that attendees tire of quickly. We find our clients in the tech and financial spaces demand a modern, fresh experience that feels design-forward as a backdrop to their business content.
Here is a list of some things we are “over” and what we love instead.
1.Over it: LED Light Washes
Every event looks the same if you wash the whole room in that familiar blue or purplish pink LED AV light! Where every conference looks like a ‘mitzvah and annual events can’t be differentiated in pictures.
Love it: Good Lighting
We prefer “real”, soft white light creating a warm glow. Using pin spots to up-light shapes, branding, plants or props creates texture and shadows that feel moody and intentional. A few pops of a brand colour in LED on a wall or pillar works, but proceed with caution. Less LED colour is best unless your theme demands it.
2.Over it: Pull-Up Banners
You know the ones! Trade-show friendly and come in a black travel bag. These ubiquitous self-standing oblongs that lean a little forward and have a slight sheen in every picture are dated and done. Same goes for foamcore signs on tripod easels that always seem to be crooked and fall over if someone sneezes!
Love it: Decals and Metal Stands
Instead, modern square metal stands and creative uses of surfaces for signage and branding via clings and decals make spaces feel “owned” by the brand. Clean lines, great sight lines, crisp graphics! Yes please.
3.Over It: Tiny Logo Step-and-Repeats
Brands used to measure their ROI by how many photos their logo was in. And so, the “step-and-repeat” backdrop was born. No matter where you stood and how zoomed in the shot was, a logo was sure to be in the background. But brands are more savvy now. They know the halo effect is built into the colour palette, font, storytelling and the overall design aesthetic.
Love it: Hard Set or 3D Photo Walls
These create a less busy and beautiful backdrop that makes people want to stop and pose there. Shapes, plants, moss letters, props, products and sets make for better images that are more shareworthy. The brand story can be told visually and in the caption, not by how many logo impressions there are.
4.Over it: Built-In Projection Screens
The dated screens that pull down from the ceiling, offering a milky faded image, look “undressed” and float unevenly centred in the vertical negative space. Now, before you jump to our event pics and see them in there, yes, we do sometimes have to use the in-venue built- in screens, if space or budget demand it. But if we can replace these with high-definition digital screens or LED walls, we try to! If content is king, seeing it with clarity, definition and sharpness is Queen.
5.Over it: Only 2 Wine Choices
Offering guests only one red and one white wine is driven by convenience for a venue or caterer who wants to minimize the “schlepping”. But, it costs the same to offer options (unused alcohol can be returned) and not everyone agrees on a favourite wine varietal. I may hate Chardonnay while you balk at a Sauv Blanc. Today’s taste buds are savvy!
Love it: Sophisticated Event Bars
With sommelier-led wines, interesting cocktails and equally interesting, multi-layered mocktails. It’s all about choice, variety, smell, presentation and catering to different people’s palates.
6.Over it: Cupcakes
They are done. And no one looks sexy or sophisticated eating a cupcake!
Love it: Branded Dessert Carts
Offering “easy to eat and hold while you chat” treats from a beautifully branded Gelato cart is always a hit. We also love to add a hit of sophistication by pouring espresso on top and making it an Affogato! This can be a great afternoon break level-up to get everyone through the 3pm slump.
7.Over it: Event Linens
Not linen, the fabric (we love linen), I mean tables draped in tablecloths that puff and tangle at your feet. We choose well-designed furniture instead, that doesn’t need to be covered. This gives cleaner lines and a more modern look.
Love it: Adding Custom Tablescapes
Place mats and personalized napkins instead of linens, a debossed logo on a leather placemat, paired with wooden, etched coasters and real, cloth napkins, subtly embroidered with attendee initials or a client logo. Branded table settings can be reused and feel much more lux than rentals.
8.Over it: Bad Swag
No one wants a stress ball with your logo.
Love it. Gifting That is Useful
From a coveted brand, or locally made, with subtle corporate branding and personalization. Swag is meant to show people you care and give them a keepsake they will want to actually keep. E.g. We gave our clients a Lululemon backpack with a branded, personalized leather luggage tag attached. Subtle. Useful, Good quality. Personal.
9.Over it. Overly Formal, Scripted Speeches
No more old-school “sage on the stage” style content where speakers sound like the communication team wrote their content and slides for them. Audiences want more conversational, authentically delivered content where presenters speak from their personal experiences.
Love it: Events Designed For Conversation
Interactive panels, live polling, and unscripted, authentic conversations. Ai gives us everything in a polished format, people want something human and real that’s less polished and more authentic.
Grail Noble is the CEO of Yellow House Events. She is a leader in the events industry and founder of one of the country’s top event agencies. Grail has more than 25 years of experience designing events for global brands and has been named to several national top business growth and leadership lists, including as one of Canada’s top female entrepreneurs and a “Top 50 Most Admired Women Leaders in Toronto”.
