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At a typical trade show, the back wall of your exhibit space is covered by a backdrop or a display such as a PopUp Display. This is the best use of a popup display and it lets you make a bold statement about your company's 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, fill the table with brochures, and get away with that. But you can do better than that. You should pay special attention to the space requirements and the specifications of your popup display, then design your display area around it.

As already mentioned your PopUp should do double-duty as both a backdrop as well as your most important vehicle for promoting your company's presence as well as your most important message. Take a fews steps back from your display for a second and look at it from the perspective of the casual passerby. What are they likely to see?

First, since she has traveled some distance to check out a number of specific exhibits, she is probably looking for a familiar company name. Make sure to give them what they are looking for. Put striking graphics displaying your logo prominently near the top of the display's surface. 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 may 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.

It is important to keep it near the top of your display, on one, or possibly two lines, where it will get the most.

That is the best way to design the top 1/3 or so of your display. The rest should be devoted to developing the "primary product message". Don't use lots of text to try to tell people the details of 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 take it all in anyway.

Use some imagination when designing your popup display or trade show booth. In most cases you want to find a few large striking images and design them into a colorful background. The best designs often use a single large image.

Keep in mind that visitors are not usually going to go up to your popup and read the information on it. That is why you should take a graphic approach rather than an informational one. If you are convinced you should stick a bunch of information-intensive illustrations or photos on your display because you think that will give you more communication bang for your buck, forget it. It won't. The situation, the atmosphere, and the motivation are just not right for this to happen.

Check out the expert advice about Popup Displays and Replacement Panels for Popup Displays at CanadaDisplayGraphics.com