In event research, Design is closely connected to the experience value of the event to the visitor.
Good Design in this sense implies starting off with the experience in mind, and forming the event with the interplay of its different components, around it. Conversely,
Bad Design arises when an organizer takes a reductionist approach and focuses on layout in terms of its practical qualities.
In the interest of measurability, Design in the Baseline Evaluation will focus on the aesthetic and functional elements of the product/event. Services available to event-goers, the activity content and the physical environment of the event are focal points of design.
If marketing conveys the event experience and convinces people to attend, the design element is the final product that determines the visitor’s experience and thus their satisfaction.
The design element of an event organization also has considerable influence on efficiencies and flows. Hence, operational costs and environmental impacts, for example, can be directly affected by efforts in this dimension.