{"id":5683,"date":"2022-09-21T00:00:00","date_gmt":"2022-09-20T22:00:00","guid":{"rendered":"https:\/\/sitgescb.protectfive.com\/environment-the-packaging-of-events-communicates\/"},"modified":"2022-09-21T00:00:00","modified_gmt":"2022-09-20T22:00:00","slug":"environment-the-packaging-of-events-communicates","status":"publish","type":"post","link":"https:\/\/sitgescb.protectfive.com\/en\/environment-the-packaging-of-events-communicates\/","title":{"rendered":"Environment: the “Packaging” of events communicates (and a great deal!)"},"content":{"rendered":"

A recent study* conducted by the Event Management Institute in collaboration with the Sitges Convention Bureau has brought the importance of the environment in communication through events to the table. The initial approach of this research was intended to answer a series of questions that event managers ask themselves when choosing the best environment for their events.<\/strong><\/p>\n

The questions the study sought to answer were:<\/p>\n

Does an event’s environment condition the attitudes and behaviors of its audience in any way?<\/p>\n

Is organizing an event at the beach the same as in the city or in the countryside?<\/p>\n

What influence does the environment’s climate, light, temperature, colors or smells have on the audience’s mood?<\/p>\n

How does the venue (indoor or outdoor, classic or modern, large or small) affect the perception of an event’s message?On this basis, and with the help of a team of research psychologists from the University of Barcelona, some important conclusions were reached, among which we would highlight some of the following:<\/strong><\/p>\n

1\/ Green, blue or gray destinations.<\/strong> It isn’t the same to organize an event by the sea (blue destination), in the countryside (green destination) or in the city (gray destination). Natural destinations (green and blue) generate peace and quiet and reduce stress and procrastination. Blue destinations favor socialization (networking), while urban or gray destinations energize and favor the level of the audience’s focused attention. At any rate, most destinations are hybrids and can combine effects from all three types of destinations described above.<\/p>\n

2\/ Climate:<\/strong> Good weather (generally associated with spring and summer) favors an elevated mood, improves memory and favors cognitive growth (increase in the mind’s capacity to process information). Rain, cold and wind (elements mainly associated with winter) favor irritability, nervousness, decrease the ability to concentrate and can generate physiological problems such as headaches.<\/p>\n

3\/ The destination’s message.<\/strong> The destination communicates and transfers part of its information to the event’s message itself. The problem may arise from the stereotypes or prejudices that event guests may have regarding the destination’s proposal. If these prejudices generate resistance to traveling, we must take corrective actions that will change their perception and multiply the effect of the advantages of the proposed destination and minimize its disadvantages.<\/p>\n

4\/ Duration of travel<\/strong> (or perceived distance to the destination). The more desirable a destination is, the greater the distance travelers are willing to travel to reach it. In this case as well, a strong information campaign promoting the destination’s benefits can be a key factor in reducing the perception of excessive distance.<\/p>\n

5\/ Colors communicate.<\/strong> Color isn’t just a way of dressing up an event, color acts on attendees’ brains and provokes certain effects on their attitudes and behaviors that we cannot ignore. By way of illustration (the study of colors is too broad to reflect all their implications here), these are the effects of some of the main colors:<\/p>\n