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At most trade shows displays, the back wall of the space is covered with a display such as a PopUp Display. This lets you make a striking statement about your company and/or its products and services

In this way your PopUp Display doesn't just serve as a backdrop to your display area, but also gives your display area definition and dimension. It also allows you to focus attention on a specific image that you want people to identify with your product.

Of course it is possible just to throw the popup up against the back wall, place a table in front of it, spread out your brochures, and leave it at that. But there are better ways to do it. You should carefully calculate the space requirements and the specifications of your popup display, then design your working area around it.

As previously suggested your PopUp should do double-duty as both a backdrop and your most important vehicle for promoting your company's presence and your "Primary Product Message". Stand back from your display for a moment and look at it from your customer's point of view. What is he or she most interested in?

First, since she has probably traveled some distance to see a number of specific exhibits, he is likely looking for a familiar company logo. Give them what they want. Put striking graphics displaying your logo in an obvious place near the top of the display. That way it will be as visible as possible above the heads of the people standing in front.

The same is true of your "primary product message". Try to boil your product or service down into one or two words that you can focus on. This could be a product logo, especially if it is well known and easily identifiable. But it could also be a two or three word phrase that nicely summarizes and identifies your product.

The objective is to keep it near the top of your display, on one, or possibly two lines, where it will probably get the best.

That is the best way to design the top 1/3 or so of your display. The rest should be used to enhancing the "primary product message". You should not use lots of copy to try to tell people about your product. If the show is successful, you will spend most of your time standing in front of your display, and your prospects won't be able to see it anyway.

Use some imagination when you are your popup display or trade show booth. Typically you want to find a few large striking images and work them into a colorful background. The best designs often use just one large image.

Keep in mind that people are not usually going to walk up to your popup and start reading the information on it. That is why a "graphic" approach is much more realistic than an informational approach. If you are considering sticking a bunch of information-intensive images on your display because you think that will do a better job of communicating your message, forget it. It won't. The location, the atmosphere, and the motivation are just not right for this to happen.