One of the worst problems advertising creative teams run into are clients who think white space is wasted space.

White space refers to the blank area of a printed advertising/marketing communication. It doesn't have to be white literally, it just has to be devoid of type and graphics.

White space creates balance between all the elements of a communication. It makes the whole thing visually appealing and inviting. It looks professional. Most important, it engages readers, makes them more willing to spend some time looking at and reading your communication.

Filling up the white space by making text or logos bigger does not make those elements more important or more persuasive. It just makes them bigger.

White space is good. You need white space. Embrace the white space. It is your friend.

This is an ad for an investment firm that I worked on with designer Jennifer Ross. It's a great example of how white space helps draw in a reader in ways a wall of type never could.

 

Comments

[jammie]

ha!
http://www.makemylogobiggercream.com/

[PZR]

Jammie, thank you! I'm going to post about that site. Right after I order a t-shirt.