Disclosed is a display structure in which an insertion opening, slide grooves, a first fitting portion and a ridged portion along which the display plate bends when the display plate is bent arranged in the loading sections of a support body in a suitable manner to ensure that when the display plate is inserted into or removed from the loading unit, a force is exerted on both sides of the display plate in either the direction from the display surface side to the rear surface side thereof or the direction from the rear surface side to the display surface side thereof, and a force is exerted in another direction at the center region of the display plate. As a result of configuring in this manner, the display plate deforms so that the entire display surface side comes to have a convex or concave shape, thereby allowing the display plate to be attached to or detached from the support body without forcible localized deformation of the display plate.