23/06/2026
Something I think about a lot when I'm helping businesses prepare for events.
The decision about whether to approach a stand happens in about three seconds. Most business owners don't know that, or they know it and haven't had time to do anything about it.
In those three seconds the person walking past isn't reading your banner carefully. They're asking one question, very fast, which is whether this feels like it might be for them.
And they're asking it based entirely on what they see before you've had a chance to say anything.
That's what brand identity is for. Making sure what they see answers that question correctly.
Does your stand answer that question?