Designing How People Feel

0:00 OK, Clint, thank you so much for taking a little bit of your very precious time today.

0:06 So I have three questions in reference to our design and creative.

0:11 So let me start with the first question.

0:13 So how do you and your team use creative elements like lighting, textures, materials to evoke a specific emotion or you know like create excitement for visitors?

0:26 So materials affecting emotion, how do you guys go about making some decisions around that?

0:31 Think great exhibit design works the same way great architecture, hospitality design works.

0:37 People feel something before they consciously understand it.

0:42 So when designing space, we're not just selecting materials because they look cool, we're thinking about emotional cues.

0:48 So like lighting, texture, scale, even like openness and contrast, those all shape behavior perception.

0:54 So for example, confidence comes from clarity, intentionality, clean lines, controlled lighting, premium materials.

1:01 Those things subconsciously communicate professionalism, while excitement that usually comes from movement and energy, a discovering contrast, movement, surprise.

1:10 That's where dynamic and layering textures really come into play, creating that feeling of momentum.

1:15 So at Steelhead, we think a lot about balance everything.

1:19 If everything is screaming for attention, nothing is.

1:21 We try to create environments where both energy, where there's both energy and breathing room.

1:27 So honestly, a huge part of the exhibit happy mindset is designing spaces that feel approachable yet high end doesn't have to feel intimidating.

1:36 We want people to feel welcomed into the experience, not overwhelmed by it.

1:41 Yeah.

1:41 Oh my gosh, that's such a good answer.

1:43 And I can imagine that a prospect or client coming to you guys with the knowing around how they want the experience to feel is pretty important.

1:55 Yes, that's why it's so important to have those early conversations and the strategic meetings on the front end.

2:01 It just Tees everything up to be so powerful when we finally get to put the creative juices to move towards it.

2:07 OK, cool.

2:08 OK, awesome.

2:09 I love it.

2:10 OK, so next question, when we are surrounded by competitors, what's your creative methodology for ensuring that our end designs are high production and look really intentional and not just expensive?

2:28 And you kind of spoke into this already.

2:30 Yeah, I think, you know, going back to almost what we were just talking about, I think intentionality comes from the story and almost a little bit of restraint.

2:39 Also, a lot of environments become a competition of who can build the biggest structure or the largest LED wall.

2:47 But attendees can usually tell the difference between something that is expensive versus something that's really thoughtfully designed.

2:54 And so for us, it starts with strategy before aesthetics.

2:57 You know, we have a proven design process.

2:59 We ask, you know, what is the attendee journey?

3:01 What's the emotion that they should leave with business objectives?

3:04 What are we solving for?

3:06 What deserves visual, visual emphasis and what doesn't?

3:08 Every design decision has to support that story.

3:12 So sometimes intentional spaces are are actually some of the simplest.

3:17 So you know, so a controlled palette, being disciplined with the branding, creating strong, strong focal, strong focal moments.

3:25 Excuse me.

3:26 And just a clear hierarchy, messaging, branding versus just being overly visually crowded.

3:32 Yeah.

3:32 So good.

3:33 Yeah.

3:33 That's such, you know, it's interesting.

3:35 I appreciate intentional spaces as well.

3:38 And sometimes you, it's editing's better, like less.

3:42 Less can be more, especially when it comes to how a space feels and the emotion it evokes.

3:49 And I think that's where design becomes more than decoration and almost becomes choreography.

3:55 Yeah.

3:55 You, you're not just building the booth, You're designing experiences that are functional and emotional, operationally smart and aligned with the client goals.

4:04 So you're kind of doing a little bit of both at the same time.

4:07 Yeah.

4:07 I love these answers.

4:09 Design excites me, you know, maybe more.

4:12 Yeah, maybe more so than some other functions in the business.

4:14 But design design's fun.

4:16 And for you, I'm glad that it excites you since it is your career, Sir.

4:19 OK, so let's go to this last question and then we'll get a little bit of our time back.

4:24 So beyond the digital screens, how do you use creative direction to foster authentic human to human interactions on the trade show floor?

4:34 This question, I love engagement.

4:36 I actually think the best engagement strategies have less to do with technology and more to do with comfort and curiosity.

4:45 Yeah, technology can attract attention, no doubt.

4:48 But people create the tech.

4:51 People create the connection.

4:52 So when we design spaces, we think carefully about how an environment can either encourage or discourage conversation.

4:59 So, for example, you know, are there natural moments to pause?

5:02 Does the booth feel open and inviting?

5:04 Is the staff positioned in the way to be guides instead of gatekeepers?

5:09 And then one thing that I think is often overlooked are, are there layered opportunities for different personality types?

5:15 Oftentimes it's just geared towards the extrovert that wants to be the center of attention.

5:19 But, you know, not everyone's like that.

5:22 So are there different ways to like, interact with the people that are a little bit more reserved?

5:26 So we think intentionally about conversation starters.

5:30 So that could be an interactive moment.

5:32 Sometimes it's material choice or a hospitality.

5:35 You know, that could be something really easy just to kind of get a conversation going because the real goal just isn't traffic.

5:41 It's meaningful conversation, right?

5:43 And so at the end of the day, people remember how a brand made them feel.

5:47 And if someone leaves the booth feeling seen and welcomed, that's more powerful than remembering a screen or a product demo.

5:54 Dude, just mic drop that.

5:56 OK, so good.

5:57 All right, well, Clint, thank you so much for taking these few minutes.

6:00 I really appreciate your time and more importantly, your expertise and your natural gift for what you do for Steelhead.

6:09 So thank you very much.

6:10 Have a really wonderful and hopefully a decompressed rest of the Friday.

6:16 It's good to chat with you again.

6:18 Bye bye.