The Trojan horse concept and its element of surprise still has uses today
In a visually oversaturated and information-laden landscape, event planners continually need to develop new weapons to get their message across in a way that will make people pay attention. One might look at creating an informative and engaging experience as if designing a ‘Trojan horse’. In the modern sense, this would be an enticing and appealing outer package with powerful and poignant information within. This tactic can draw attention and then unleash your message when onlookers least expect it.
Big idea
This concept can set the tone of the experience and appeal to d elegates’ emotions. Songwriters call it ‘the hook’, our clients call it the ‘wow fa ctor’ and we call it ‘the big idea’. It initiates the experience for the attendee and sho uld be cool and catchy. Much like an effective songwriter’s hook, a great Trojan horse will get the audience to ‘sing’ the message in their heads for days after the event. This then becomes the framework for all of the event’s design decisions. It will lead to choices in colour, style and aesthetic. Every design and engagement decision will fall back on this concept for direction. It is a broad stroke, a sweeping invitation for visitors to come into the experience and engage, so creating a sense of wonder is a must. It should also ignite a childlike curiosity to know more.
Techniques
An effectively designed hook will leverage on emotional triggers that instantly capture audience attention. Dynamic or kinetic pieces that move and flow usually attract attention and create energy. A unique or unusual presentation of a never-before-seen visual effect or sculptural architecture, one that represents the character of the brand or corporate message, will al so engage the audience. Carefully planned contrasts in materials, colour choices and scale can create a visual tension and drama to draw in a crowd. To communicate the message of timelessness for a well-known whisky company, for example, Pico created a simple installation that positioned the product in a setting of infinity. Our client wanted to send out the message that while the company was proud of its century-old heritage, it was also very passionate about innovation and the future. We designed a light-box display with mirrors producing an effect of an infinite line of bottles extending into the distance. The display is not simple visually arresting. It communicates the distinct but subtle message that this is a progressive brand with a firm position in history and will be enjoyed for many years to come.
How I did it
A simple but effective graphic was needed for a conference in Dubai. The client, an eyeglass lens manufacturer, wanted the main theme for the meeting to address the rapidly changing and uncertain business landscape with the industry. The initial theme we came up with was ‘Navigating the Shifting Sands’ as a play on both the conference content and its location. The challenge was how to bring this idea to life in a 2-D print application, which is the primary way the company communicates with its attendees. We developed a graphic that created an inherent optical illusion resembling sand dunes being blown by the wind. By using contrasting colours of orange – the main sand colour – and blue, which creates a slight shadow on the graphic, the image vibrates within the eyes and creates a subtle sense of movement. This turned out to be the perfect way to make an experience out of a simple mail-out invitation as well as all event graphics and collateral.
