CEMA Summit session takeaways: Elevating event design using science

When I attended an event earlier this year, I left feeling physically and mentally drained (more on that later). We've all been there.

Being an overwhelmed attendee can take away from the event experience. And the reason why is backed by cognitive science, which I got to share about at CEMA Summit.

CEMA Summit is among the top opportunities to connect with event industry leaders and innovators who share our passion for creating exceptional experiences.  

Our breakout session covered, “Elevating event design with the principles of neuroplasticity.” It attracted attendees eager to rethink how event structure supports long-term learning. Here’s a quick recap of the science-backed insights we shared.

What cognitive science tells event planners  

After learning new information, our brains begin the process of memory consolidation. Especially during sleep, which is hard to do when morning through night is busy at events. (Listen to a neuroscientist share more about how brains form memories on this episode of Radiolab.) 

Research on the “forgetting curve” shows that within 1 hour, learners forget 50% of the information presented. Within 24 hours, they forget 70% of new information. Within a week, they forget up to 90% of what they "learned." 

Scientific studies show how neuroplasticity helps human brains form new connections in response to fresh information and novel experiences. 

Related: Five event break ideas to help attendees recharge.

Why designing immersive experiences can overwhelm attendees 

Remember the event I mentioned that left me drained? I registered because I was confident the event could satisfy my craving for fresh ideas and bold conversations.  

The event agenda had immersive experiences, thought-provoking panels, hands-on workshops and networking opportunities that promised to stretch my thinking. Sounds ideal, right?  

By the end, I was so exhausted. What’s more, once I changed from conference attendee into mom and employee, the energy I felt at the conference faded. Insights that felt urgent now seemed less so.  

To paraphrase the artist Chuck Close: Gathering inspiration without saving space to process is like pouring into a cup that’s already full. No wonder my conference schedule left me feeling foggy!  

Related: How to use novelty to create peak moments and memorable events.

Why traditional event design fails to address attendee needs 

For decades, event planners followed a rigid model rooted in "time on task" thinking, where productivity meant packing every minute. That mindset still shapes today's conferences with sunrise registration breakfasts to late-night socials. The assumption? If we’re investing so much in getting attendees here, we need to fill every minute to prove ROI. 

But more content doesn't always mean more value. 15-minute breaks only give attendees a chance to use the restroom or check emails, not reflect on hours-long blocks of content. And checking emails isn't the kind of mental reset that leads to meaningful insights or connection.

We now know better. Research on human behavior and the brain shows that “go go go” agendas leave attendees overwhelmed, overstimulated and fatigued.  

Remember: Gathering inspiration without saving space to process is like pouring into a cup that’s already full. 

It's time to rethink event design and structure. Or risk key takeaways lasting about as long as your most recent take-out dinner.  

Adjusting an agenda style, especially for an annual event, might require leadership buy-in. But the payoff is worth it. Below, I’ve outlined a few strategies to give attendees more time to process content and connect with each other.

How to change event design to improve long-term learning 

At CEMA, we guided participants through a hands-on puzzle exercise to reimagine event structure—an example of how tactile learning improves content retention and engagement. 

During our session, attendees received color-coded puzzle pieces to represent essential agenda components, including: 

• General session content  
• Meals   
• Networking/team building/social opportunities 
• Workshops   
• Breaks/free time 

Each table discussed a case scenario. They redesigned the event to meet attendee needs and added options for long-term learning: 

• Built-in reflection time 
• Optional quiet zones or solo activities 
• Shortened or staggered sessions 
• Digital follow-up tools (e.g., recap emails, post-event learning modules) 
• Wellness breaks (e.g., guided breathing, walks, journaling) 

Our process always involves mapping an attendee-centered journey. Start by thinking about who you’re serving with the event. Consider what business goals the organization wants to achieve by bringing people together. Understanding the organization’s vision and values helps prioritize how to structure your event.  

If you’re using previous agendas, highlight the amount of downtime available to attendees. Ask:  

• How might we re-work the content and event environment to better support long-term learning?  
• What communication methods reinforce key messages?  
• How can we empower attendees to retain and share their learnings?

How to add space to an event agenda  

Your attendees are likely go-getters. They may feel FOMO or guilt for taking time for themselves in an overpacked agenda. As event planners, it’s our responsibility to build rest into the attendee journey. Although it might feel counterintuitive, not programming every minute makes it more likely to see greater returns post-event. 

I’d love to hear your ideas for creating events that help attendees manage their energy levels and bring their best selves to every session. Connect with me on LinkedIn to share your story.  

Download our ebook to learn more about how cognitive science can influence immersive event design.