Get in Touch
Insights

Inspiration Station: The Psychology of Memorable Brand Experiences

Why do some events stay with us forever? 

 

Think back to the last event you attended. What stood out? What faded fast? 

At FIRST, we believe unforgettable brand experiences don’t happen by chance–they’re built with intention. And behind every standout moment is a powerful combination of science, emotion, and smart design.

In this edition of Inspiration Station, we’re diving into the psychology of memory and why some brand experiences stick with us long after the lights go down.

The Science of Lasting Impressions 

 

Attention: Why Forget the Forgettable  

 

Our brains are wired to tune out the predictable. It’s called habituation–once something becomes routine, our minds stop paying attention.

To break through, experiences need surprise, novelty, and variation. That’s why dynamic environments, unexpected programming, and creative transitions matter–they keep audiences engaged and attentive from start to finish.

Emotion: The Shortcut to Memory

Emotion and memory are deeply linked. If an experience doesn’t make us feel, it won’t be remembered.

The most powerful emotions for building brand recall? 

– Connection – when attendees feel personally engaged, it creates community and belonging.

– Surprise – A celebrity drop-in. A spontaneous performance. A creative twist no one saw coming. Unexpected moments are seared into memory.

Studies show people remember surprises far more than expected outcomes.

In collaboration with Paris Hilton’s 11:11 Media, Absolut offered an immersive lounge with interactive self-expression stations. Hilton’s surprise appearance and personalized experiences elicited strong emotional responses, creating lasting memories associated with the brand. (source)

Engaging the Senses to Spark Recall

Our strongest memories are multi-sensory. The more senses involved, the more likely the moment is to stick.

At Coachella 2025, Sol de Janeiro’s Casa Cheirosa brought this to life with six immersive scent zones, interactive scent booths, and tactile design elements–turning fragrance sampling into a full sensory journey. (source)

This reflects a broader trend: brands are using sensory marketing to build emotionally memorable experiences by engaging sight, sound, smell, touch, and taste. 

Here’s how brands can use sensory design to build unforgettable moments: 

  • Sight – bold visuals, immersive lighting, and strong visual branding 
  • Sound – custom soundscapes, live music, or branded audio cues 
  • Smell – signature scents tied to the brand or space 
  • Touch and Taste – tactile installations, interactive tech, or unexpected flavor profiles

It’s not just about what guests see – it’s about what they feel, hear, taste, and touch.

Letting Attendees Be the Hero

 

People remember experiences where they feel like the protagonist of the story.

Great events don’t just inform—they invite participation. Whether it’s an interactive keynote, a personalized journey, or a live-polling moment that influences the agenda, it’s all about co-creation.

Pro tip: A clear narrative arc, complete with moments of tension, triumph, and transformation, helps embed the experience deeper into memory.

Pinterest’s “Ready, Set, Remix” activation invited festival-goers to personalize their looks with trend-inspired accessories and become part of a live collage installation. This participatory experience empowered attendees to co-create and see themselves reflected in the brand narrative. (source)

Measuring Emotion: The Next Frontier in Event Design

We often talk about ROI, but what about ROE: Return on Emotion? 

It’s a powerful concept gaining traction in the event world. Emotions don’t just create memories–they drive behaviors, loyalty, and long-term brand perception. In fact, 95% of our decisions and behaviors are shaped by our emotional brain, often unconsciously.

Smart planners are now using emotional intelligence tools, such as live polls, sentiment tracking apps, and even Emotional AI to gauge how people are feeling in real-time. When combined with traditional metrics, this data paints a richer picture of how well the experience resonated.

Why does this matter? Because emotional impact is a better predictor of memory and future behavior than any spreadsheet could be.

At Coachella 2025, Rhode Skin and 818 Tequila brought this to life through a co-branded activation that combined product sampling with emotional insight. Guests received a Rhode lip gloss and a tequila shot inside a custom photo booth—designed to surprise, delight, and prompt social sharing. By tracking how attendees engaged online and analyzing the tone and volume of user-generated content, the brands could measure emotional response in real-time. It wasn’t just a buzzworthy moment—it was a data-rich opportunity to understand how the experience made people feel. (source)

The Takeaway

The most memorable events aren’t the biggest or flashiest. They’re the ones that:

  • Capture attention
  • Spark emotion
  • Engage the senses
  • Invite participation
  • Tell a story
  • And now? Measure how all made people feel 

The key to brand impact isn’t just what people see—it’s what they feel. And by designing with emotion in mind, we make sure those feelings last.

Engage with FIRST.

 

Click hereto receive our bi-monthly Inspiration Stations right to your inbox, with exclusive insights and trends.

Connect with us on social media: Instagram   |   LinkedIn

Additional Sources:

Back to FIRST Feed
NEXT