Whether you are meeting a person for the first time or shopping for a new product, we all know that first impressions are important. The way a person initially perceives something—whether it’s a brand, a product, or even an experience—greatly influences their perception and relationship with it moving forward. This makes it crucial for businesses to ensure that every aspect of their visual branding, from their logo to their website to their trade show booths, makes a strong, positive impression.

According to research by Google, it takes just 50 milliseconds for a person to judge a brand’s aesthetic qualities, such as visual complexity and appeal. Given that quick decision-making window, businesses must master the art of creating effective, memorable visual marketing. Here are the 3 'Cs' that can help ensure your branding makes a great first impression:

1. Colour

Colour is more than just an aesthetic choice; it’s an integral part of how your brand communicates. According to Prescient Digital Media, colours evoke emotions and can influence the way consumers feel about your brand. Green, for example, is associated with nature and growth, making it ideal for brands focused on creativity and sustainability. Orange, on the other hand, conveys good value and energy, making it suitable for promoting products that focus on affordability.

Use colour psychology to evoke the desired mood and to highlight key elements of your display or message. It’s recommended to limit your palette to three colours to maintain a cohesive, professional look. Be sure to maintain consistency with your colour choices across all platforms, including trade show booths, digital assets, and marketing materials.

2. Creativity

A standout design can elevate your brand above the competition. Forbes advises that your design should reflect your company’s unique qualities and grab attention, so customers are compelled to engage with your product or service. Creativity isn’t just about being flashy—it’s about crafting an experience that speaks to your audience's needs in a memorable way.

For example, a custom exhibition stand can provide a unique experience for customers, using innovative displays and interactive technology to showcase your brand’s story in a way that feels fresh and engaging. As Ty Walrod, CEO of Bright Funds, told Business News Daily, "Great design not only conceptually reflects the mission of your company, but also, functionally, it’s the embodiment of that concept." By making your design interactive, you can keep customers engaged and coming back for more.

3. Consistency

Consistency is key to building a strong, recognisable brand. As Shutterstock designer Adriana Marin points out, companies like Apple have built a globally recognised brand by ensuring that their design aesthetic is consistent across all touchpoints—from their website to their trade show displays to their product packaging.

Ensure that your design elements—whether it’s colour, font, or the overall layout—are consistent throughout all of your marketing materials. This consistency helps consumers instantly recognise your brand, wherever they encounter it. Whether you're at a trade show, in a digital ad, or across social media, maintaining a unified visual identity is vital to fostering brand recognition and trust.

The Bottom Line

By embracing the 3 'Cs' of visual marketing—Colour, Creativity, and Consistency—you can create a powerful and cohesive brand experience that resonates with customers across multiple platforms. From the first impression at a trade show to long-term engagement, these elements will help ensure your brand stands out and leaves a lasting mark on your audience.