Does steak taste better just because it’s served on a fancy plate in a well-decorated dining room? According to food experts, the answer is yes. Studies have shown that packaging, labels, and the environment around us can significantly influence how we experience taste.

This example drives home the importance of creating the right environment at trade shows, exhibitions, and other events. The space in which a brand exists can shape how it is perceived and, ultimately, how effective it is in making a lasting impression.

More Than Just Taste: How Environment Shapes Our Experience of Food

We might like to think our taste buds are the ultimate judges of a meal’s deliciousness, but our senses are far more complex. Our experience of food, and products in general, is influenced by far more than just the sensory qualities themselves—it’s also shaped by subconscious factors like packaging, branding, and the environment.

For example, a study published in the Journal of Marketing Research explored the ‘placebo effect’ of advertisement messages. A bottle of wine labeled as “expensive” was rated more positively by consumers than the same wine labeled as “cheap”—despite the taste being identical. The psychological influence of price and packaging meant that consumers perceived the “expensive” wine to be better, even though there was no difference in the product itself.

Would the Same Wine Taste Better with a French Name?

The influence of the environment extends beyond price alone. Neuroscientist Charles Spence from Oxford University highlighted how multiple factors, including the appearance, smell, packaging, and setting, impact our perception of taste. Even the weight of the packaging can influence whether we think a product is of higher or lower quality.

For example, changing the colour of a product or its packaging could alter the perception of taste. The power of setting is another crucial factor. A study reported by Popular Science explored how a group of people sampled Scotch whisky in three different rooms, each with a unique theme—grassy, sweet, and woody. The room themes were enhanced by scents and sounds, such as the smell of grass and sheep noises. Participants described the whisky in terms that matched the room theme, showing how environment directly impacted their sensory experience.

Another study published in ScienceDirect found that background noise could influence how diners perceived the saltiness, sweetness, and crunchiness of food. The study also noted that those who enjoyed the background sounds were more likely to enjoy their meals, proving that the environment has a powerful effect on our experiences.

The Power of Atmosphere at Marketing Events

The environment in which people experience a product shapes their perception, not just of the product but of the brand itself. This concept is just as relevant in marketing events as it is in food and beverage experiences.

For brands, the right environment can foster more engaged interactions at trade shows and other events. Mr. Spence pointed out that cross-cultural differences could play a role in how different environmental factors influence perceptions. This is particularly important for international exhibitions, where your audience might come from diverse backgrounds with varying cultural associations and preferences.

Creating the Right Environment at Trade Shows

Establishing the right environment at a trade show can make all the difference. Setting the stage with appropriate lighting, open spaces, seating arrangements, and effective messaging ensures that your booth is welcoming and engaging. Tailoring the ambiance to the mood you want to create can turn an ordinary visit into a memorable experience.

For example, choosing the right music is key. Softer, classical music can create a sophisticated, calm atmosphere, perfect for high-end products. Conversely, an energetic soundtrack can generate excitement and anticipation, which might suit more dynamic, innovative offerings.

Ultimately, a trade show or branded environment isn’t just about individual features—it’s about symphony. The right combination of all elements will create a lasting impression that resonates with your audience, allowing your brand to stand out amidst the noise.

The Bottom Line

Whether you're marketing a product or service, remember that the environment in which it is presented plays a crucial role in shaping customer perceptions. From the visual design of your booth to the lighting, sound, and even scent, every detail contributes to the story you're telling your customers.

With the right attention to the environment, you can enhance engagement, improve perceptions, and build lasting connections that resonate long after the event ends. Let Exposure Group help you craft an experience that captivates, engages, and leaves your audience wanting more.