YOU HAVE 2 SECONDS TO GRAB A READER’S ATTENTION.

White space, many times referred to as negative space, is the portion that is left blank, or the empty space on a page. The blank space reminds us that simpler designs can be beautiful and there’s no need to create a layout filled with text and graphics to deliver a clear and direct message.

Apple is a great example of ‘less is more’. They’re known for their modern, clean design aesthetic – not only in their electronic devices and operating system, but also in their ads, posters, signage, TV spots, packaging…. It’s incredibly well done and highly effective branding. You may think, “I’m not a nationally recognized name, therefor I need to get as much information as possible out to the masses.” Keep in mind, in designing your ad (or brochure, flyer, etc.) you’re doing more than conveying literal information, you’re conveying an emotion about your company. Contrary to what you might believe, it’s not necessary to include A-Z about your company or product. While I’m sure there’s a scientific reason why our brains don’t like busy designs, I can only tell you in simple terms – your eyes need a place to rest on the page. If there’s too much to look at, your brain says “I’m outta here!” Only include vital information. Keep it simple. More often than not, a jam-packed ad looks amateur, old fashioned and tacky. Just don’t do it. White space doesn’t have to be extreme, a good designer will find the right balance.