A PopUp Display is essentially a backdrop used to give your floor space definition and focus. Because it normally covers
entire back "wall" of your space, a properly designed PopUp Display provides you opportunity to make a bold statement about your company and your most important product or service. This is why booth design is important.When designing more extensive trade show booths — ones that occupy larger amounts of space —you must give considerably more attention to such things as position on floor, relationship to other exhibitors, orientation relative to other major exhibitors, traffic flow, etc. For larger booths, trade show booth design is almost a different ballgame. A larger booth must be planned in at least three dimensions, and viewed from all sides. It must provide general display values when viewed as a whole, at same time as creating as many functional display-areas-within-a-display, as space and budget allow. Ideally it will be strikingly creative, as well as beautifully functional. It will attract visitors by proclaiming your presence and your essential message, while giving you space and tools to interact with them one-on-one.
A PopUp's mission in life is much less grand, but many of functional characteristics mentioned above should also be kept in mind. Of course it is possible just to throw popup up against back wall, stick a table in front of it, spread our your brochures, and away you go. But you can do better than that.
First, since you want to maximize dramatic graphic impact of your PopUp, you probably won't want to clutter area directly in front of it. Yes, you have limited space to work with. But rather than putting a table directly in front of your most valuable asset (the PopUp), it is usually better to create two separate areas to either side. If you will be working booth alone, then have a "distribution area" on "incoming" side (the side most of traffic comes from), and a "sales area" on other side of your space. This will help both you and your visitors. They will be able to pick up brochures, samples, etc. from distribution area without intruding on your one-on-one conversations taking place in other area. And you will be able to have at least a semblance of "privacy" — as if this were possible at a trade show — when you pitch your more important prospects.
If there are two of you working booth, then you should have two self-contained sales stations — one on either side. In other words, make use of your space intelligently. Don't clutter up middle, if you can help it.
Which brings us to design of PopUp
I've suggested that you 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 second and look at it from perspective of casual passerby. What is he or she most interested in?
