Any item (image, text block, field etc) can display in your web form either 'always' or 'only when these conditions are met'. Let's look at conditions:

You only want the Persona to display if certain conditions are met, otherwise it stays hidden on the form.
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For example, if you want to display the item 'SDB - Persona' only when the student enters "United Kingdom" in 'SDB - Country' elsewhere in the form AND their 'SDB - Email Address' ends with "ac.uk" it would look like this:

(Note: you have selected 'Match all of the following conditions') so 'AND' appears between them)
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If you are happy that either condition will do, rather than both together, it looks like this:

(Note: you have selected 'Match any of the following conditions' so 'OR' appears between them)

a) Pick a field from the form - we are using 'SDB - Email Address' so we want this item  'SDB - Persona' to appear only if the student's email contains a specific value:
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b) Choose an operator - we are using 'ends with':
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c) enter your value - we are using ".ac.uk":

d) click 'Apply':
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The 'conditions' icon appears if an item is conditionally displayed:

Conditions give you control over how your web form looks and behaves. By using 'AND' or 'OR' you can create some clever logic:

Theoretically, you can have as many conditions as you like but, as with all things, simple tends to work best.
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If within those extra (conditionally displayed) fields they give a certain answer, you can reveal even more fields. The mind boggles.

Read more about the different kinds of operators available.
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