We retain information when there’s an emotional component to the experience of learning. An Aha! A smile. A tiny rush of endorphins encouraging our brain to forge a new connection.
Contrast that to the experience of slogging up and down the aisles at a trade show where the sheer volume of attention-grabbing clutter puts your brain in a self-protective shutdown mode. As an exhibitor, you need to do something so compelling it pulls attendees out of their stupor and into your world. If it feels like a discovery to them, your message will stick—longer than any branded tchotchke ever will.