The Psychology of the Stage
How Stage and Room Setup Help Shape Event Experiences
When people talk about “great speakers,” they often think more about the content and less about stage context.
Setting the Stage
How a stage and theatre are set up can help shape how people feel, engage and remember. It’s a bit like Marshall McLuhan’s “The medium is the message.”
Factors such as where the stage is set up in a room, how high it is, and lighting all affect how speakers are perceived. It sends subliminal messages about the power balance between speakers and audience, how much people are expected to engage (i.e. passive consumption or active participation), etc.
In this week’s newsletter, I look at some design aspects that frame the speaker-audience relationship—from layout to lighting to seating.
I also include a section with tips from event psychologist Victoria Matey, among others, for speakers (also read my previous post about the psychology of event speaking).
1. For Organisers: The Stage Is a Signal
Staging is never neutral.
A raised platform says, “Look at me.”
A podium says, “I’m in charge.”
Space to move around says, “I’m at ease.”
A low stage, or no stage, says, “We’re in this together.”
When you understand that the stage is part of the messaging, the goal shifts from pure technical efficiency to emotional impact.
Layout: Bring the Speaker Closer?
Speaker-audience proximity matters.
High stage: A high stage creates distance. That may be useful for a 1,000-plus-person keynote, where sightlines matter. In smaller rooms, it becomes a barrier. You can see the speaker but not “feel” them. It’s a one-way transmission.
Low or no stage: This setup signals that the speaker is “one of us.” They’re a person, not a performer. They’re accessible, not distant. This is why fireside chats work so well in an environment where speakers are seated at eye level. It’s “conversation over presentation.”
In-the-round formats: These formats—where the audience surrounds the speaker—are even more immersive. They break hierarchy and demand attention. But be sure your speakers are up for it. An in-the-round setup requires them to engage a 360° audience without a clear focal point, demanding more physical dynamism, spatial awareness, and emotional presence.
Design consideration/s:
If the goal is intimacy or interaction, reduce the height, distance, and theatrics.
Seating: A Behavioural Script
The shape of your seating tells people how you expect them to behave. Here’s a quick overview.
Theatre: Theatre-style rows signal, “Be quiet and listen.” They are good for keynotes but not so much for connection. Tip: Curve the seating slightly, even if just a few degrees. It increases visibility and draws focus inward.
U-shape: U-shape arrangements make everyone more visible to each other and the speaker. It signals discussion.
Round tables: Round tables invite interaction. They say, “You might be asked something.” They’re best for peer learning or co-creation.
Design consideration/s:
Seating is as much choreography as the stage. Where are you directing attention? What is the speaker-audience power balance? What level of interaction are you after?
Lighting: Set the Emotional Temperature
It’s as logical in event design as it is at your home: Lighting is emotional tech. It shapes mood, focus and levels of participation.
On stage,
Warm, low lighting makes people feel safe and relaxed. It’s ideal for reflective conversations or smaller workshops.
Cooler, brighter lighting energises and sharpens attention. It suits high-tempo sessions, launches or opening keynotes.
When it comes to the audience,
Dark audience lighting puts more emphasis on the stage and speaker.
Softer, ambient lighting suggests to the audience they’re part of the room and should lean in on the conversation.
Design consideration/s:
Lighting is more than technology; it signals the type of relationships you want.
Sound: Hearing Isn’t Neutral
Poor audio quality is an event no-no, but sound isn’t only about signalling professionalism and carrying words. It shapes how persuasive and trustworthy those words feel.
Directional or immersive sound helps create intimacy.
Ambient sound or subtle music helps shift emotional tone and energy.Sound can control pace, presence and interaction with the audience. It’s not just about what your speakers say; it’s also about how you get them to present their words.
Design consideration/s:
Don’t treat audio as technical infrastructure but as part of your emotional environment.
2. For Speakers: Brain-Friendly Delivery
While organisers shape the environment, speakers shape what happens inside it.
Victoria Matey, who studies the neuroscience of events, argues that minor tweaks—often overlooked—can significantly affect learning and engagement.
Here are some of the tips for speakers.
Kill the Text
People don’t read and listen well at the same time. The more text on your slide, the less they “hear.”
Top tips:
Use fewer words.
Use images, diagrams, whitespace.
Say it, don’t write it.
Hook Early
Speakers have 60 seconds to win attention.
Top tips:
Don’t waste it on bios or what the session will cover.
Start with a bold statement, a surprising fact, or a question that triggers curiosity.
Engage More Senses
Most talks engage sight and sound. However, the more senses you activate, the better your message will stick.
Top tips:
Encourage note-taking (activates touch and reinforces memory)
Use relevant music (sets the tone and improves recall)
Involve movement to re-engage (brief standing discussions or shifting groups help reset attention and physically anchor key moments).
Use tactile materials (physical handouts, postcards, or props can make abstract ideas feel more tangible).
Can you engage scent? For example, passing around scent samples related to a topic.
For Virtual Events: What’s In The Background?
According to Victoria, research suggests backgrounds with books and plants increase speaker trustworthiness and perceived competence. Blank walls or corporate wallpaper have the opposite effect.
Top tips:
People aren’t just watching you and listening to your words. They’re reading your environment.
3. Final Thoughts
The stage isn’t just a platform. It’s a message. It either draws people in or keeps them at a distance.
Good organisers know that. They don’t just design for looks. They design for connection, focus and participation.
Engaging audiences is about more than the spoken word.
Good speakers know this. They keep the brain in mind. They think about hooks and how people hear, see, and react.
4. Current Event Projects
Here is a quick overview of the events I am currently working:
14 May, London: SubscriptionX is about scaling and sustaining DTC in the retail environment (more here)
20 May, London: Monetising B2B is about the business of information and data services (media) and events and exhibitions (more here)
21-23 October, Madrid: The FIPP World Media Congress is an international conference that considers and helps shape media strategies at the intersection with tech (more here)
April to June: Several invitation-only events for Prospect (more here)