Some of you may remember that Toyota Automobiles used to have an advertising message with the tag "You asked for it, you've got it, Toyota." It was memorable in it's simplicity. Likewise, a well-designed trade show truss exhibit succeeds because of what's known as "negative space.

In the design industry, it's open space that makes it easy for the eye to catch a company's core message.

If you talk to anybody who is enthusiastic about their product or service about what they are planning to put onto their display, you could end up with enough copy to write a short story. "We do this, We do that. We have this many locations."

In a trade show exhibit, less is better, a clean look is cool. Once you figure out what your core message is, make the decision to leave out all the rest of the stuff you really want to say...... you've got it.