After years in branding, I’ve developed a habit I can’t seem to switch off. Menus, signage, packaging, customer flow, typography and the little details most people walk past. Here’s why those small things matter more than businesses realise.

I recently visited two restaurants that looked similar on paper. One was always busy. The other wasn’t. The surprising part? I preferred the quieter one. That experience reminded me of something many business owners overlook: customers can only judge what they can see.