Sweden’s winters are famously cold and dark. Wrapped in thick coats and scarves, people move through their routines quietly, conserving energy and avoiding unnecessary interaction. At events and exhibitions, this sense of reserve becomes even more pronounced. Booths struggle to capture attention as visitors stroll by, heads down, focused on their own thoughts. This tendency to conserve energy and disengage is tied to what Freud might call the “death instinct.”
What Is the Death Instinct?
The death instinct refers to the human drive to withdraw, conserve energy, and avoid unnecessary risks or disruptions. It’s not about actual death but about saving energy. In winter, this instinct is amplified—when it’s freezing outside, people naturally gravitate toward routines that minimize effort and maximize comfort. At events, this means people are less inclined to stop, engage, or explore unless something truly compelling grabs their attention.
Enter the Life Instinct
The life instinct, on the other hand, is the drive toward growth, pleasure, and connection. It’s what makes people curious, excited, and eager to explore the world around them. A burst of laughter, a surprising visual, or an engaging challenge can activate this instinct, shifting someone from passive to energized.
In the context of a Swedish winter event, the life instinct is what makes someone stop in their tracks, intrigued by the sight of a game at a booth. A game is a spark of excitement in the cold, pulling people out of their energy-conserving mindset and inviting them to engage, play, and connect.
Why Games Work in Swedish Culture
- Breaking Through the Winter Reserve: During the cold and quiet months, games bring warmth and interaction. They create an inviting atmosphere that encourages people to step out of their routines.
- Energizing the Death Instinct: A game directly counteracts the death instinct by offering an active, joyful experience. It turns passivity into participation.
- Building Meaningful Connections: Swedes value authenticity and experiences. A game offers a shared moment of fun that feels natural, not forced, making it a memorable interaction.
The Power of Gamification at Booths
When your booth features an engaging game, you’re not just standing out—you’re creating an experience. In a sea of passive displays, a game draws people in with its energy and excitement. It gives them a reason to stop, interact, and remember your brand or message long after the event is over.
By tapping into the life instinct, you transform the way people perceive your booth. Instead of seeing it as just another station to pass by, they see it as a moment of warmth and joy amidst the cold of winter.
Key Takeaways for Booth Design in Swedish Winters
- Understand the Psychology: Recognize that the cold and dark amplify the death instinct, making it harder to engage people.
- Create Excitement: Use games to spark curiosity and bring out the life instinct in visitors.
- Offer Warmth Through Play: Games are not just activities—they’re moments of connection that help you stand out and leave a lasting impression.
In a Swedish winter, where death instinct reigns supreme, a game is a powerful tool to energize and inspire. It’s more than entertainment; it’s a way to bring life to your booth—and to your visitors.
