In the visually overstimulating jungle that is the modern trade show floor, it's tempting to think that eye-catching design equals success. But Victoria Matey, event psychology advisor and co-founder of Matey Events, isn't buying it, and she's politely pulling back the velvet curtain on that myth. With a background in linguistics and events, a passion for behavioral science, and more than a decade of consultancy work, she brings human psychology to the forefront of event strategy.

“Experiences take place in people's minds,” Matey explains. “So if you're not considering how people think, feel, and act, you're missing a huge piece of the puzzle.” Her mission? To make behavioral science and psychology as essential to exhibit design and event marketing as good lighting and a working espresso machine.

Layouts That Think: Three Dimensions of Design
Human behavior doesn't start with intention — it starts with environment.

And if your booth screams “chaos” louder than a toddler on a red-eye, you have problems. According to Matey, three psychological dimensions define how people respond to a space:

▶ Coherence: Is your layout clear, or does it feel like a puzzle with three missing pieces and no picture on the box?

▶ Fascination: Does the booth spark curiosity, or is it giving major “blank conference room” vibes?

▶ Hominess: Does the space feel safe and welcoming, or does it feel like you might get roped into a timeshare?

Matey encourages exhibit designers to begin with these principles. They're often intuitive, but when intentionally applied, can shift how attendees perceive and interact with your brand. The concepts also tie into broader psychological themes, such as environmental psychology and spatial cognition. Exhibits that score high on coherence reduce cognitive load, making it easier for attendees to find their way and absorb content. Fascination triggers intrinsic motivation, encouraging attendees to linger. And hominess generates trust, making people feel inclined to engage and share information.

In other words, these aren't simply fancy concepts. They're tied to how people process information, decide where to go, and determine whether they want to stay. Nail these, and suddenly your booth isn't just seen — it's experienced.

Motivate, Don't Manipulate: Motivations vs. Barriers
Sure, free T-shirts and prize wheels have their place. But if you're looking to actually connect with people, you'll need to dig deeper. “Motivations can be internal or external,” Matey says. “Most booths rely on external motivation — raffles, swag, games — but internal motivation is far more powerful.”

Think of internal motivation as the stuff that makes people feel good on the inside — autonomy, discovery, mastery. That quiet thrill when you solve a puzzle or get to personalize a product.

▶ Let attendees customize giveaways because nothing says “connection” like a tote bag with your initials in your favorite shade of blue.

▶ Create content experiences that encourage exploration, like a scavenger hunt, but with fewer in-jokes and more insights.

Equally important? Removing the barriers that stop people from engaging in the first place. Some barriers are subtle, such as a confusing floor plan, a reception desk that feels more like a DMV window, or loud audio that makes conversation impossible. Others are architectural: like overly enclosed rooms that make people wonder whether they need a password to enter. (Spoiler: Welcome desks and enclosed spaces are so impactful that they get more attention shortly.) And don't underestimate visual overload. Booths that look like the Times Square of messaging can freeze people in their tracks.

Arouse Curiosity, Avoid Chaos
Engagement thrives on curiosity, but cross the line into confusion, and you lose people. “You want to spark interest, not uncertainty,” Matey says. To stay on the right side of that line:

▶ Use semi-transparent dividers to hint at what's inside, not hide it like a magician guarding their tricks.

▶ Add visual cues near entrances — something more helpful than a mysterious curtain and a hopeful smile.

▶ Employ color contrast, lighting, or floor markings to nudge exploration.

Closed-off areas, she warns, can generate subconscious discomfort. “People don't realize they're avoiding the booth because it feels uninviting, but they are,” she says. Designers should make layout choices that reveal enough to encourage action, without overwhelming or intimidating visitors.

Matey also points to a lesser-known barrier: fear of the unknown. “People hesitate to enter a space if they can't immediately judge what's inside or what's expected of them,” she says. Clear pathways, ambient lighting, and gently inviting signage can help ease this tension.

Desk Jobs
One of the most overlooked psychological barriers in exhibit design, according to Matey? The welcome desk. “Desks create distance,” Matey explains. “They act as gatekeepers rather than greeters.”

While well-intentioned, desks signal formality and authority, which can intimidate visitors. Instead, replace them with open, human-scale touchpoints to make booths more approachable. Even repositioning staff to stand next to displays rather than behind counters can create a more engaging dynamic. “It's about reducing psychological distance,” she says. “If you want connection, get rid of the barriers.”

This insight also extends to product displays. Instead of walls of static visuals, consider creating islands of interactivity. Encourage movement and tactile exploration rather than passive observation. If it can't be touched, tried, or interacted with, it might as well be in a museum.


Scents and Sensibility
Scents do more than freshen the air — they shape perception and subtly influence behavior. Our sense of smell is hardwired to the limbic system, the emotional center of the brain, making aroma one of the most powerful and underused engagement tools on the show floor. As Matey puts it, “Warm, familiar scents encourage people to linger and engage.”

The key is alignment. A citrusy pop may energize a tech demo space, while subtle vanilla or cinnamon can create warmth in a hospitality environment. Whatever you choose, make sure your scent strategy reinforces your brand and booth experience.

Color Me Engaged
Color is powerful, but only if it plays well with others. “Color alone won't do the heavy lifting,” Matey says. “It has to align with sounds, textures, and even scents.” So if your booth looks like a tropical escape but smells like industrial carpet and sounds like a malfunctioning Roomba, you've got work to do.

Colors shape how people feel. Bold hues like red and orange can energize and stimulate, making them great for action-oriented spaces like product demos. Soft blues and greens are calming, ideal for lounges or consultation zones where comfort and conversation matter. Yellow can draw attention, while purple may suggest creativity or luxury. Cultural context plays a role, too — what feels festive in one region might signal danger in another. If you're expecting an international audience, it's important to consider how different cultures perceive color. For example, red may signal caution or danger in Western cultures, but in China, it represents joy, celebration, and good fortune. Choose wisely, and pair your palette with the tone you want to set. And don't underestimate the power of sound. “Sound affects memory and mood,” Matey says. If your booth's visuals say “spa day” and your soundtrack says “emergency evacuation,” attendees will feel off without knowing why. So carefully curate that playlist — and maybe skip the dramatic movie trailer drums unless your booth includes a superhero reveal. Remember: Our brains process the full sensory experience.

Let It Grow: Biophilic Design
You know what's soothing after five hours under fluorescent lights? Plants. Wood textures. Birdsong. Anything that doesn't scream “convention center.” Biophilic design, or the integration of nature-inspired elements, brings a bit of the outdoors into your booth. And neuroscience agrees with its importance.

Studies have shown that biophilic design can reduce stress, improve memory, and elevate mood. It's like aromatherapy for your nervous system. “Nature gives people a moment to exhale,” Matey says. Even a subtle forest video loop or a potted plant with decent self-esteem can help. But don't stop with flora — natural sounds like gentle waterfalls or birdsong can also calm the nervous system and extend dwell time. One underused tactic? Incorporating natural rhythms and organic shapes in booth architecture and furniture. Think curved lines, asymmetry, and materials that feel more forest trail than office cubicle. Your attendees may not consciously notice these details, but their brains will thank you.

Context Is King (or Queen)
Here's the truth: What works at a startup showcase might flop at a financial services expo. Because, surprise! Not all audiences are the same. “Different audiences have different expectations, norms, and behavioral triggers,” Matey explains. Exhibitors should always consider:

▶ Industry norms and unique audience mindset

▶ Booth goals (e.g., sales, education, brand awareness)

▶ Event flow and competition for attendee attention

“Universal principles exist,” Matey adds, “but their effectiveness depends on how you apply them to your context.” No design is one-size-fits-all. It's more like one-size-fits-this-particular-event-on-this-particular-day-for-this-particular-audience.

Future Thinking: Chief Behavioral Officer
We've got Chief Marketing Officers, Chief Creative Officers, and yes — Chief Snack Strategists (probably). But what about someone whose sole focus is on impacting attendee behavior? Enter the Chief Behavioral Officer (CBO).

“Event teams are stretched thin,” Matey says. “They don't always have the time or expertise to think through psychological design.” A CBO can help connect the dots, identify missed opportunities, and gently stop the team from turning the booth into a sensory assault zone. And no, it doesn't require a giant budget. “Most of the time, it's about small, low-cost tweaks that can have a high impact,” Matey says.

Five North Stars: A Framework for Exhibitors
For teams looking to bring psychological insight into their design and strategy, Matey offers a five-part framework:

1. Cognitive Ease: Make navigation, actions, and communication effortless.

2. Emotions: Address both positive and negative emotions to deepen engagement.

3. Sensory Engagement: Intentionally design for multiple senses and keep cross-sensory connections in mind.

4. Inclusivity: Consider the needs of all attendees, from visual accessibility to cultural sensitivity.

5. Psychological Value: Deliver meaningful experiences that align with attendees' personal values.

“Think beyond the transaction,” Matey urges. “Ask yourself: What lasting psychological value are you offering attendees?”

Cognitive Closeout
You don't need to become a psychologist to design better booths. You just need to design with a little more intention and maybe a little less glitter. “We're past the phase of awareness,” Matey says. “The next step is action.”

So go ahead: Swap the welcome desk for a warm smile, bring in that plant wall, and give your attendees something to remember — other than the foot pain. E