The concept of user experience (UX) is most often associated with online or web-based interactions, not printed conference materials. However, the actual definition is much broader than that, and encompasses all aspects of an end-user’s interaction with a company and any of its products or services—whether online or offline.
As meeting planners and event marketers, we take great care to ensure attendees can easily navigate our online conference tools. From finding relevant schedule and session information on the website, to making online registration as simple as possible, to providing the ability to search and download the appropriate conference materials before, during, and after the event. We understand that every touchpoint we have with an attendee helps shape their opinion of our conference, and affects whether or not they choose to return. So why limit the focus of UX to just their online interactions? To illustrate this concept even more, we dig into managing the user experience of a large piece of printed conference content that we are all familiar with – the conference program booklet.
User experience and your conference program booklet
Your printed conference program booklet is more than just another way to capture sponsorship revenue. Most attendees use this printed content in tandem with digital tools, such as a mobile conference app, which allows them to access content while also being social with other members. Just like an app or website, attendees must be able to access the information they’re looking for quickly with your printed program, and use the materials as they were intended. If this is accomplished, you are on your way to having a good user experience with your program book.
Program booklet graphic design
When managing a print project like a conference program booklet, it goes without saying that the overall design of the book is a key component to usability and the attendee’s experience with it. Layout and formatting should be done in a way that helps guide readers through the material, provides consistent visual cues, and appropriately reflects your brand. Other key aspects of the conference program book’s design that aren’t always top-of-mind are size, fonts, paper, and binding, which all affect user experience.
Before you start the design and production of your next program booklet and other printed conference materials, here are some questions to take into consideration that will help you incorporate UX into your conference materials:
What is the purpose of the conference program booklet?
If it includes abstracts or other content designed for in-depth reading and ongoing reference, creating a book that is thick enough to have a printed spine will help ensure it becomes “bookshelf material” for the attendee after the conference ends. At the same time, be sure it’s easy to pack in a suitcase for the return trip.
Conversely, if the program guide is meant to serve as a quick-reference tool while on-site, a smaller thinner, or even a pocket-guide piece may be preferable.
Who is your average conference attendee?
If the demographics of your conference tend to skew older, be sure to use a larger font size that is easily legible, even in dimly lit rooms. Avoid pairing colors that don’t have enough contrast, which also decreases legibility.
Some attendees tend to prefer a booklet that is more portable, keeping it in their pocket rather than a briefcase or bag, which may make smaller booklets a smarter choice.
Are you providing added value with your printed conference materials?
If your attendees love having the program booklet as a place to take notes during the conference, then paper stock and binding type matters. Use an uncoated stock for notes pages, as they are easier to write on. Additionally, ensure your piece lays flat. Coil binding works better than saddle-stitch for this purpose.
If your program is a source of revenue for your conference, then you want to give your sponsors (and exhibitors) a chance to stand out, while providing the information that attendees are looking for. Advertising space should be large enough to feature a meaningful message and help attendees find them on-site.
How much content do you have?
If yours is a large, multi-day and or multi-track conference with a significant amount of content (sessions, speakers, special events, exhibitors, etc.), you want to make your program booklet as easy for users to navigate as possible. Consider including a table of contents at the front, so users can find relevant information easily.
You can include tabs to break up sections of content. Physical tabs sit out further from the book, making them easy to see. However, sometimes this makes the book harder to store. Bleed tabs provide a graphic reference to each section while remaining in-line with the rest of the book.
User experience applies across all attendee touchpoints of a conference. As you’re reviewing and evaluating your online and digital tools, be sure to apply the same scrutiny to your printed conference materials, such as your program booklet, as well. Doing so will help ensure that attendees have a positive user experience with all aspects of your conference.