Digital event tickets stored in Apple Wallet or Google Wallet give guests a convenient way to carry their event details and personal QR code on their smartphones. A well-designed ticket also helps communicate your event’s identity through its logo, colors and relevant guest information.
Technically, these digital event tickets are issued as an Apple Wallet pass or a Google Wallet pass. In this guide, we’ll use “event tickets” to describe their role for attendees and explain the customization options available through Magnetiq.
With Magnetiq’s event tickets and QR codes, you can create personalized tickets for both platforms. However, the available layouts and text styling differ: Google Wallet uses a flat-color background, with an optional banner image, while Apple Wallet also offers a background-image layout.
This guide focuses on ticket design. For the wider workflow connecting invitations, RSVPs, ticket delivery, seating and arrival, explore our guide to creating a connected event guest journey.
The Benefits of Customizing Digital Event Tickets
1. Strengthen Your Event’s Branding
Use your logo, brand colors and, where supported, a banner or background image to make the ticket consistent with your invitations and other event communications.
The aim is a recognizable design that reflects your event while keeping essential information easy to read.
2. Make Event Details Easier to Find
A ticket saved in a guest’s Wallet keeps their event credentials close at hand. Clear text, readable contrast and a recognizable event name help attendees identify the right ticket when they arrive.
Visual customization should support this practical purpose: guests need to find their information and present their QR code easily.
3. Communicate Relevant Guest Information
Personalized tickets can display the attendee’s name, event details and, when included, their assigned seat or table.
If you plan to show seating information, decide when to distribute the ticket and how your team will communicate subsequent changes. Our guide to communicating seating and table assignments explains how to choose the right approach.
Design Options for Apple Wallet and Google Wallet Event Tickets
Apple Wallet and Google Wallet use structured layouts to present event information. You can adapt the branding within the options available in Magnetiq, but the two platforms do not display every element in the same way.
Start by deciding which information guests need to see: the event name, attendee name, date, venue, QR code and any relevant seating details. Then choose a layout that keeps those details readable.
When preparing your visual assets, refer to the design guidance for Apple Wallet and the branding guidance for Google Wallet.
With Magnetiq’s customizable event tickets, both platforms support a logo, a flat-color background and an optional banner image. Apple Wallet also supports a background-image layout. Text-color controls differ, so review the platform comparison below before preparing your design.
Check the result on both platforms rather than assuming that the same settings will produce an identical ticket.
Three Design Approaches for Your Event Passes
At Magnetiq, our goal is to simplify event organizers’ lives and maximize attendees’ experience. We’ve analyzed these tools and we can offer a summary of the results you can achieve, along with the relevant details.
The layouts you can create for Event Passes fall into three main categories, which for simplicity we’ve named as:
| Available layouts | Apple Wallet | Google Wallet |
| 1. Minimal Design | ✅ | ✅ |
| 2. Banner Design | ✅ | ✅ |
| 3. Background Image Design | ✅ | ❌ |
1. Minimal Design
For event organizers looking for a clean and minimalist design, this option uses a flat color background without a banner or background image. The event venue and address are displayed on the front of the pass, making it easy for attendees to view all the key information at a glance.
In this design, the customizable elements include:
- Logo
- Background Color
- Label Text Color (e.g., “Attendee Name”)
- Value Text Color (e.g., the actual attendee’s name)
This design is perfect for events where simplicity and clarity are the priority.
Available for both Apple Wallet and Google Wallet.
2. Banner Design
This design option allows you to upload a cinematic-proportioned banner image positioned below the logo. The approach is more visual, characterized by stronger branding elements and more personality.
In this design, the customizable elements include:
- Logo
- Background Color
- Banner (Strip) Image
- Label Text Color
- Value Text Color
This layout is ideal for events that want a more visually engaging experience while maintaining full control over the text colors.
Note that on Apple Wallet, adding the banner moves the event venue and address to the back of the pass (attendees will need to tap the three dots in the top right and click “Details” to view it).
Available for both Apple Wallet and Google Wallet. Apple Wallet and Google Wallet display event information differently according to each platform’s design guidelines.
3. Background Image Design
Available exclusively on Apple Wallet.
For a fully immersive pass design, you can upload a background image (recommended size: 180×220 px) that covers the entire available space. This design offers the most impactful visual experience but comes with some important considerations:
- The background image is automatically blurred by Apple.
- The value text color (e.g., attendee’s name) is set to light gray by default.
- Given the light gray text, it’s essential to use a mid-dark or dark background image to ensure readability.
- With a dark background image, it’s important to upload a light-colored version of your logo for better contrast.
The advantage of this design over the Banner Design is that the venue address remains visible on the front of the pass.
In this design, the customizable elements include:
- Logo
- Background Image
- Label Text Color
This design is perfect for events that want to create a strong visual impact and an all-encompassing brand experience.
Apple Wallet vs Google Wallet: Feature Comparison
Both Apple Wallet and Google Wallet provide an excellent experience for storing and presenting event passes. While the core functionality is consistent across both platforms, there are some differences in the design customization options available.
The comparison below summarizes the current customization capabilities of each platform:
- ✅ The feature can be customized.
- ⚙️ The feature is managed automatically by the platform.
- ❌ The customization option is not available.
| Feature | Apple Wallet | Google Wallet |
|---|---|---|
| Logo | ✅ | ✅ |
| Banner Image | ✅ | ✅ |
| Flat Color Background | ✅ | ✅ |
| Background Image | ✅ | ❌ |
| Label Text Color | ✅ | ⚙️ Automatic |
| Value Text Color | ✅ Flat Color Background only | ⚙️ Automatic |
| QR Code | ✅ | ✅ |
Delivering Tickets and Using Them at Check-In
Once the design is ready, decide when guests should receive their tickets. Magnetiq supports distribution through personalized email campaigns and can automatically send tickets when attendees confirm their RSVP or complete event registration.
For invitation-only events, coordinate ticket delivery with your confirmation process. Our guide to managing event RSVPs covers the decisions that come before ticket distribution.
If tickets include a seat or table number, finalize the relevant assignments before sending them. Plan how your team will communicate any later changes rather than assuming that every saved ticket will always show the latest seating information.
At the entrance, staff can scan the guest’s personal QR code using Magnetiq’s event check-in tools. The ticket gives guests a convenient way to present their credentials, while the check-in system records their arrival.
Create Branded Digital Event Tickets with Magnetiq
A well-designed event ticket combines recognizable branding with clear, useful guest information. Choose the layout that suits your event, adapt it to each Wallet platform and plan distribution around RSVP confirmations and any seating assignments.
Magnetiq connects personalized event tickets and QR codes with the wider event management workflow, helping your team coordinate guest information, communications and arrival.
Want to see how this works for your events? Request a Magnetiq demo.
(Main picture by Giorgio Trovato / Unsplash)