27/08/2026
What are attendees actually seeing?
When you look at your stand, you see your business.
You know what the logo means, why you chose the wording, what the leaflet is about and what each service does.
An attendee does not have that context.
They may be looking at your stand for a couple of seconds while also taking in the noise, people, signs, displays and conversations happening everywhere else around them.
They are trying to work out three things very quickly.
Is this relevant to me?
Do I understand what they do?
Do I have a reason to stop?
If the answers are not obvious, they will probably keep walking.
That does not mean your stand needs more words. It usually means it needs more clarity.
The aim is not to explain your entire business from across the room. It is to help the right person recognise that there is a reason to come closer.
