Articles

A PopUp Display usually covers the entire back "wall" of your space. This means that a properly designed PopUp Display provides you the opportunity to make a bold statement about your company and your 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 set your popup against the back wall, put a table in front of it, spread out your brochures, and away you go. 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 previously suggested your PopUp should serve both as a backdrop and your most important vehicle for promoting your company's presence and your "Primary Product Message". Just step back from your display for a moment and look at it from your customer's point of view. What are they likely to see?

First, since she has probably traveled some distance to see a number of specific exhibits, he is likely looking for a familiar company logo. Make sure to give them what they are looking for. Use striking trade show graphics to display 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 goes for your "primary product message". Try to boil your product or service down into a few words that you can focus on. This could be a product identifier such as a logo, especially if it is familiar to most people. But it could also be a two or three word phrase that captures and identifies your product.

Concentrate on keeping it near the top of your display, on one, or possibly two lines, where it will get maximum exposure.

So that takes care of the top 1/3 or so of your display. The rest should be devoted to enhancing the "primary product message". You should not use lots of copy 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 see it anyway.

Use some creativity when you are your popup display or trade show booth. Usually you want to find one or two large striking images and design them into a bright and colorful background. In fact many good designs often use a single large image.

It is most important to remember that visitors are not usually going to walk 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 considering sticking a bunch of information-intensive images on your display because you think that will give you more communication bang for your buck, forget it. It won't. The location, the atmosphere, and the motivation are just not right for this to happen.