会展体验营销趋势：眼神交流
Experiential Marketing Trend of the Week: Eye Contact
会展体验营销正通过“眼神交流”设计强化叙事，利用大脑对人脸的快速处理机制提升信息吸收效率。在CES 2026上，Ceragem通过AI生成“我的健康肖像”数字拼贴，AARP则展示真实受众面孔以平衡品牌叙事。ASCO 2026期间，Labcorp和Astellas也分别采用数字肖像马赛克和透明LED显示屏，让参会者通过真实面孔与声音获得更具沉浸感的互动体验。
This year, storytelling has propelled from buzzword to standard practice. As event marketers lean into it for their messaging to deepen relationships with audiences and “drop” products into real lives, human faces are serving as design themes across show floors. Let’s take a look at how eye contact is the new eye candy.
But first, the science. Studies show that our brains process human faces faster than abstract designs, which could mean your messaging is absorbed faster, too. And then there’s the personalization component, which this column for Psychology Today explores.
The Visual Cocktail Party Effect is a phenomenon in which our brain subconsciously perks up when we see our face on something. Perhaps, on an exhibit wall?
To that end, within Ceragem’s expansive, semi-circle exhibit at CES 2026, the home wellness brand activated a “My Wellness Portrait” experience that served as the main backdrop of the experience. The AI photo activation created a digital collage of our likeness from thousands of others, and merged it into the “community.”
Also at CES 2026, AARP’s compelling AgeTech Collaborative exhibit engaged real voices and real stories, and the faces of the brand’s core audience, throughout the experience, helping to balance the “what” with “who,” and why.
We wrote then: “Clear messaging and storytelling, simple dial knobs mixed with interactive digital walls—a personal journey for each attendee—all created a sense of hope and empowerment.”
More recently at ASCO 2026, Labcorp invited attendees to participate in a digital portrait mosaic, where they could pick an archetype. Like Ceragem’s experience, AI transformed their themed headshot and added it to the collective portrait, which served as the exhibit’s main focal point and was delivered as a physical keepsake, too.
Also, at ASCO, Astellas let patients speak for themselves through transparent LED displays. Installed at the height of a human standing in front of you, the content featured real faces and voices, which our editor said, “felt informative and grounding.”
Like a deep, face-to-face conversation.
The Trend of the Week is coproduced with the support of Pinnacle.
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来源：Event Marketer — Trade Shows · eventmarketer.com