Titled “Why Design Matters,” the report explores how human-centered design influences participant engagement and perception in an environment characterized by digital saturation and increasing standardisation. Based on research, industry insights and practical examples, the publication outlines how design contributes to emotional connection, brand development and the effectiveness of event formats. It also highlights the role of design in supporting sustainability and inclusive practices.

Industry perspectives underline design as a business factor

The report includes contributions from speakers at IMEX Frankfurt 2026 as well as experts from the fields of events, branding, design and sustainability. It presents design not as a final step in event planning, but as an integrated element with strategic relevance for long-term commercial resilience. According to IMEX, the publication is intended for professionals involved in the development of events, brand experiences and destination concepts.