The emotional direction of the experience.
Designing the emotional landscape of an event is just as important as the practical elements. From the atmosphere to the music to the way people move through the space, every choice shapes how visitors feel. For my Galentine’s Day event at the National Gallery, I wanted to understand not just what people would do, but how they want to feel. The questionnaire results offered a clear emotional direction: visitors are seeking a calm, warm, social experience that feels supportive, inclusive, and creatively inviting.
One of the strongest themes across the responses was the desire for a gentle, soothing environment. Almost half of participants (46.2 percent) said they preferred a calm space with light background music. Even those who selected a livelier atmosphere often still leaned toward something soft and friendly rather than energetic or busy. Only one person chose a quiet, reflective space with no music, meaning that calmness paired with gentle sound is the emotional centre of the event.
The music preferences reinforce this. Ambient and instrumental music was the top choice at 35.7 percent, followed by soft acoustic at 28.6 percent and classical at 21.4 percent. All three genres share a slow, steady tone that fills a room without overwhelming it. No one voted for pop music or silence, which highlights how strongly people want the space to feel relaxed, not overstimulating. The emotional direction here is clear: people want a peaceful soundscape that helps them settle in and feel at ease.
Although the atmosphere is calm, the event is far from solitary. The emotional tone people are drawn to is sociable, cosy, and communal. When asked what appealed most about the idea, the top response, chosen by 64.3 percent, was simply the chance to meet new people. This is a powerful insight. It suggests that participants aren’t just coming for the art, the gallery, or the theme. They are coming to connect.
This desire to experience the event together appears throughout the results. Over half of respondents (53.8 percent) said they would attend with a group of friends, and a further 23.1 percent would bring one friend. Only 15.4 percent imagined coming alone. Even in activities that might traditionally feel personal, like drawing or creating art, a sense of companionship makes people feel more comfortable. The most selected comfort factor, at 50 percent, was “being with a friend”. Creating in public can feel vulnerable, so having someone familiar nearby offers emotional grounding.
Combined, these results point to an experience that is emotionally anchored in togetherness. The event should feel like a gathering, warm, safe, and shared , rather than a formal or isolating structure.