Events often lead to a decision, change or action in the attendee.

Strong event strategists and producers should be thinking about the “whole human” as it relates to event design, appealing to both the rational nature of attendees as well as their emotional reactions.

Return on Emotion, sometimes called Emotional Return on Investment, is future revenue or enhanced brand-love generated in attendees as a result of emotional connection.

So, what drives Return on Emotion in events?

As an event leader, we acknowledge that attendees are humans who use emotions to make decisions often more than rationality. The emotional benefit a decision can bring to someone’s life lives with them far longer than the rational benefit. This gives brands an opportunity to solidify themselves in the heart of the attendee long term.

Event design can capitalize on this notion by creating opportunities for attendees to connect emotionally to the brand beyond marketing messages.