The lights dim. The orchestra begins. A quiet anticipation settles across the theatre as the curtain rises. Now imagine watching that same ballet on your mobile phone while scrolling between messages. The choreography may be identical. The dancers just as talented. Yet the experience feels different, less intense, less immersive, less unforgettable.
Research supports this instinct. Live performances evoke stronger emotional and physiological responses than recorded versions (Gabriel et al., 2025). When we are physically present, our bodies react differently. Our heart rate changes. Our attention sharpens. We become part of the atmosphere rather than observers of it.
The difference lies in the senses.
Electronic devices primarily engage sight and sound. In-person experiences, however, engage far more. The subtle scent of a theatre auditorium. The texture of a printed programme in your hands. The hush of the audience around you. Multisensory experiences strengthen memory formation and help us retain both the event and its context (Duarte et al., 2025).
Individually, our senses combine to shape how an experience feels. The distinctive smell of a space can trigger vivid autobiographical memories (Herz, 2016). Even incidental tactile sensations influence emotional judgement and perception (Ackerman et al., 2010). When touch, scent, sight and sound work together, the experience becomes encoded more deeply.
This is precisely where print holds its power.
What print can do for visual-art events
If you want audience members to remember an evening, printed collateral should be part of the creative plan from day one. Options include:
These elements do more than inform. They extend the live experience into the days and weeks afterwards.
Case study: Ballet Icons Gala
And this is exactly what we did with the Ballet Icons Gala.
The Ballet Icons Gala is a high-profile annual event where world-renowned ballet dancers and their admirers come together. This unforgettable evening features a breathtaking programme of classical and contemporary masterpieces, including world premieres and exclusive anniversary commissions created especially for the occasion.
When Olga Balakleets reached out to us, her vision was clear: to create printed materials worthy of a breathtaking live performance in the heart of London at the London Coliseum.
After understanding the requirements, our team developed a competitive, tailored solution. Once approved, we moved into production of brochures, event items, T-shirts and awards for the gala.
Following a successful delivery and a remarkable event, we were delighted to receive wonderful feedback from Olga: “We could not be happier. Thank you very much.” Hearing these words was incredibly rewarding for our team, and we believe this marked the beginning of a long-term partnership between the Ballet Icons Gala and Gemini Print Solutions.
Create lasting memories with print
If you would like to see how printed materials can help you create lasting memories for your audience, get in touch by emailing hello@geminiprintsolutions.co.uk or by using the contact form.
Ackerman, J. M., Nocera, C. C., & & Bargh, J. A. (2010). Incidental haptic sensations influence social judgments and decisions. Science, 328(5986), 1712-1715. doi:https://doi.org/10.1126/science.1189993
Duarte, S. E., Yonelinas, A. P., Ghetti, S., & Geng, J. J. (2025). Multisensory processing impacts memory for objects and their sources. Memory & cognition, 53(2), 646-665. doi:https://doi.org/10.3758/s13421-024-01592-x
Gabriel, D., Devos, J., Chapuis, S., Comte, A., & Billot, P.-E. (2025, August). Watching live performances enhances subjective and physiological emotional responses compared to viewing the same performance on screen. IBRO Neuroscience Reports, 381-390. doi:https://doi.org/10.1016/j.ibneur.2025.08.002
