No matter the size, the target audience, the location or the purpose of the event, all event apps have one thing in common: they represent an extension of your brand. An extension that’s going to live in a very close and personal space to your user, just like their mobile device.
Not only that. This “life” could go beyond the 2 or 3 days of your conference – it could last years and become an intimate and lasting relationship. Sounds like a dream come true for anyone who dreams about bringing value to their brand!
So how do you make sure this carefully nurtured relationship with your brand is also achieved with your event app? Here are five important things to have in mind when its time to bring your brand to your app’s design:
1. It’s not about you
Design, like any other art, lies in the eye of the beholder. Don’t fall into the mistake of making decisions based on ‘what I like’ or ‘what the boss likes.’ Here’s a not-so-secret secret: it’s not about you or your boss – it’s about the end user (aka your attendees) and whatever is best for their experience with the event app.
2. The first impression is always visual
Yes, your app has all the necessary content to deliver the ideal experience to your attendee. But long before they start interacting with the app, and even longer before they start to actually read any of the content, they will look first at the visual side. This first moment is always going to belong to the design, and, believe it or not, it could set the tone for the success of your app.
3. Do your homework
In other words, it’s important to do your research. I suggest you start by referencing other event apps (or any other successful mobile app) and take note of the things that work as much as the ones that don’t. Sometimes when it comes to design, we don’t know what we want until we see what we don’t want. This knowledge will help you give the event app designer a clear direction on the app’s design.
4. Be consistent
Try to bring as much of your brand and event experience into the app. Be sure to stay loyal to the brand guidelines, including logo, colors, typography, images and illustrations, along with the core messages you want to deliver. Don’t try to reinvent the wheel. The most successful brands are easy to recognize, and to achieve that you need to be consistent across all mediums.
5. When in doubt, less is always more
Although it may sound a bit contradictory, designing something simple could be a very complex task. Like chocolate, it’s hard to resist the temptation of grabbing more or in the case of your event app, adding more colors here and perhaps adding some elements there. Having too much could confuse the user and get in the way of the navigation and experience. Simplicity, ease of use, and organization are the 3 keys to help your app be more intuitive and fun to use.