How to Make Immersive Experiences More Neurodivergent-Friendly

Sensory Overwhelm in Immersive Experiences: How Color Can Disrupt or Enhance Your Efforts

 

 

We are increasingly discussing “neurodiverse” brains. Yet, when it comes to implementing more inclusive experiences for neurodivergent individuals, many brands seem to prefer to adhere to the "bigger, louder, brighter, more" cult, in an effort to make their event stand out and be more “immersive”, with some precautions here and there.

This occurs because many businesses operate in an overloaded sinking boat, where everyone is trying to outdo the other by being more attention-grabbing.

 

However, this approach often leads to sensory overload rather than engagement, particularly for neurodivergent individuals who seek enjoyable public spaces without sensory overwhelm, and thankfully, a few businesses do understand that to set themselves apart they simply need to hop off that boat and find another place in an ocean of possibilities where their ideal clients wait for them.

 

 

 

 

Understanding Immersive Experiences

 

 

The term “experience” is becoming trendy, with terms like “immersive experiences,” “experiential marketing,” and “multisensory engagement” being thrown around every day. However, it’s essential to focus on what “experience” truly means.

 

When building a brand, it’s crucial to consider that we are building an “experience,” not just esthetics, events, or packaging. These elements are like islands within a larger holistic system, the entire archipelago. This archipelago is unique, with a cohesive vibe and energy, even if each island has different characteristics.

 

When creating events, exhibitions, retreats, product launches, etc., it’s fundamental to consider the overall experience within the “archipelago”, especially when it comes to in-person interaction where people are directly immersed in the brand. The goal is not to make the experience louder or brighter than others but to understand how your brand’s experience is DIFFERENT, allowing for more innovative, neurodivergent-friendly settings, creative narratives, and enhanced participant well-being.

 

An experience is a series of moments that take people on a transformative, meaningful, or entertaining journey. These moments should be cohesive, keeping the person immersed, focused, and present, and also congruent, expressing the brand message without confusion.

The more present and immersed in the moment a person is, the more meaningful the experience becomes. Meaningful experiences attach emotions, so to create “immersive” experiences, we must awaken strong emotions by tapping into what people find meaningful and important, immersing them in an emotionally engaging journey.

“More” doesn't create more meaning, it often just creates more noise and distraction.

Imagine living your entire life in a small Japanese town, surrounded by green mountains, pink cherry blossom trees, beige, white, and brown houses, immersed in silence and nature sounds. You get off the train and suddenly you're immersed in the noise of the city, cars, horns, hundreds of people talking everywhere, music, movement of bikes, cars, people rushing in all directions, lights going on and off all around you, above, beyond and everywhere you look, hundreds of colors popping on each side, the smell of fish, ramen, eggs, sweet, meat, and cars, pastries, coffee, and people's perfumes all together... So many things happening at the same time! Your brain is overwhelmed with an unbearable amount of stimuli, causing an excitement of the senses that quickly leads to overwhelm and fatigue.

 

Our senses perceive the environment and send this information to our brain, creating sensations or feelings. None of us experience sensory events in isolation; each sense is influenced by others. This cross-modalities perception happens unnoticed, at a subconscious level, but is fundamental to our reality. As adults, we don’t lose this interconnection between the senses; it just becomes implicit for most people, but it still happening.

 

Our sensory system constantly bombards us with information, leading to continuous feelings and sensations, that after being processed, cause chemical responses (emotions) to maintain an internal balance.

Therefore, the more sensory stimulation engages all senses COHESIVELY, the more immersive the experience, resulting in stronger feelings and emotions. This makes the experience more meaningful and memorable, increasing customer loyalty and elevating brand reputation.

 

 

 

 

 

 

Challenges in the Current Market

 

In recent months, I attended two multisensory exhibitions. I avoided them for years because having high-sensory sensitivity means I get easily overwhelmed in certain environments, and that caused a lot of anxiety issues in the past. But curiosity always wins.

 

Despite their different themes (one about the comic strip Tintin and the other about the painter Dalí), both involved sitting in a large room with very loud music and projected images all over the room.

Such loud environments are very suited for clubs, where the body can discharge the overwhelming energy through dancing. However, in exhibitions, this visual and auditory noise can lead to sensory overload, causing dizziness, confusion, and fatigue.

 

Just as we wouldn’t overload our body by attempting to run a marathon without training, or lifting 250 kg without any formal training, our mind needs to be treated the same way.

Our modern lifestyle often disregards mental health, creating a noisy, busy, and stressful environment. Social media shows this phenomenon very well, and many brands mistakenly think that to stand out, they need to be louder and noisier, or “do more” adding to the sensory overstimulation we experience every day.

 

But instead of adding to the confusion, focusing on what’s meaningful is crucial. Whereas others blend in when following trends, we can choose to stand out by doing things differently.

 

 

Creating experiences that are not overwhelming but truly engaging and enjoyable can set a brand apart. “Immersive” should mean being present in the moment, leveraging all senses to create a holistic and pleasant experience. And to leverage the sense, a little goes a long way!

The two exhibitions I went to were somewhat disappointing because we didn't really learn anything nor experience anything that was emotionally associated with the brand or theme... We didn't get to experience any of the sensations we associate with TinTin or Dalì (the stories, the adventures, the vibe, the characters, the smell of the books, or textures of the paintings).

TinTin and Dalì are COMPLETELY different vibes, energies, and characters, yet it was the exact same experience.

Don't get me wrong, there were cool and fun moments, but there were a few gaps that could have made the experience more magical!

 

Many people I know who have been to a couple of these exhibitions don't seem very interested in going to another “immersive” experience any time soon. Me included, honestly.

 

I believe that multisensory and immersive experiences should not be about overloading a couple of senses, but activating multiple to recreate sensations and emotions that holistically, make us feel immersed in the moment and connected to the story.

 

When we're at the beach, soaking in the warm sun, smelling the salty air, drinking fresh coconut water, listening to the sound of the waves crushing on the shore, feeling the cool, soft sand under our feet... You are IMMERSED in the experience.

It's the dance of all those stimulation happening at the same time, interacting with different senses in a cohesive way, that makes the experience enjoyable, after all.

 

 

 

 

 

The impact of colors and archetypes

 

Creating high-quality, immersive, and accessible experiences requires understanding that more stimulation is not always better. Brand colors should be used thoughtfully, considering their impact on the environment and perception. Those organizing experiences must be aware of sensory sensitivities, cross-modalities, and subconscious communication.

 

For example, ensuring a “low-sensory stimuli” corner and other thoughtful details can be very appreciated, but if we don't consider the rest of the environment, all efforts could be in vain.

If we set up a booth with a bright green floor, dark walls, and the lighting is casting shadows in many directions, we are creating a visually noisy environment, which affects the whole experience!

 

As said, senses are interconnected and what we look at, especially the colors in our environment, affects our perception (and our thoughts, behavior, attitude etc...).

Attendees at the event would have a constant bright green at the bottom of their visual field, which is a highly-stimulating color. The “noise” of this high-pitched hue can quickly feel overwhelming, even causing anxiety. The lighting setup creates shadows in all directions, adding to the visual noise, and the dark surrounding walls accentuates the green, making it more invasive.

In such a setup, people can quickly feel overwhelmed and tired, affecting their behavior and experience. They won't stay long, might feel overly triggered, social anxiety can raise, and they could leave with negative sensations, potentially creating negative brand associations at a subconscious level, hindering customer loyalty.

 

The event might be set up with the best intentions, however, “small” details make a big difference in the perception of the whole, especially for neurodivergent people. It's important to understand how the brain works and how we can create more immersive, fun experiences that enhance our well-being, rather than causing involuntary stress.

 

 

This is why choosing colors can quickly become complex. The visual system accounts for over 80% of our sensory input and is crucial for orientation and interaction. Colors are a significant factor in this process as they are interpreted by our brains based on the wavelengths of light they reflect. This automatic process has evolved over thousands of years to help us communicate, orientate, and survive.

 

Together with the visual system, scent is also a very powerful sense that can awaken strong emotions and memories, due to its “design”.

Strong smells can quickly cause headaches, nausea, and sensory overwhelm, prompting some people, especially neurodivergent individuals, to leave the place.

 

I personally cannot enter certain shops because of strong smells. Within minutes, I feel sick. This isn't just an issue for neurodivergent people.

Nowadays, many beauty and cosmetics products are filled with chemical fragrances, and because of this consistent stimulation, our body saturates and more people are becoming sensitive to scents, with increasing diagnoses of allergies to these chemicals.

 

 

We cannot forget how certain information is stored in our genes and transmitted through our bodies and subconscious. According to C. Jung, this process is evident in the recurring themes, characters, and patterns across different cultures and eras, forming part of our collective unconscious (what we call archetypes).

Understanding how to use these “forms” can make the experience more meaningful and impactful, as we would be re-connecting with core values, deep intrinsic motivation, and pattern recognition that enhance familiarity, while also making the experience more coherent.

Key Considerations for Immersive, Neurodivergent-Friendly Experiences

 

So how can we create multi-sensory experiences that are more accessible to all types of brains?

 

Create Cohesive Sensations

Ensure all stimuli, including scents, sound, taste, colors, and light, are cohesive between them and not overwhelming. Use archetypes for more meaningful journeys.

 

Consider Multisensory Impact

Engage more than the basic five senses, creating a truly immersive experience, and pay special attention to colors (associations, contrasts, space) and lights.

 

Avoid Trends, Focus on Goals 

Create experiences based on meaningful engagement rather than following noisy trends. Focus on expressing the brand message to ensure a congruent experience through every touch point of the brand.

 

Quality Over Quantity

Prioritize quality of sensory input over quantity, ensuring it enhances rather than detracts from the experience.

 

 

To make immersive experiences more neurodivergent-friendly, we need to consider the overall sensory experience, engage all senses cohesively, and avoid overwhelming stimulation. Focusing on creating meaningful experiences rather than adding to the noise.

 

For those looking to create truly magical experiences that are more accessible, consider working with a consultant specializing in color and sensory experiences: by joining forces, we can make the world happier, healthier, and more fun, creating mesmerizing and immersive experiences that are truly unforgettable!

 

 

 

If you’d like my help, I’m available for consultancy and to train your team on these topics. Book a call here, and let’s create some magic together!

 

 

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