The invention includes a display device having a support structure including an opening forming a display window and a spring roll visible through the window, the spring roll including display characters along its length and comprising material having the property of tending to form coils at its opposite ends. The display device also includes a spring roll carrier for supporting the spring roll closely adjacent the rearward surface of the window, this carrier including a planar member having a planar forward surface positioned closely adjacent but rearwardly of the window.