Us graphic designers love it, our customers? Not so much. White space is not a luxury good, it’s a design element with a big effect. We’ll explain why!
“Why should I pay for something that’s mainly white space? Advertising space is expensive enough, I want to publish as much information as possible. The price needs to pay off!”
This statement is 100% understandable from a customer’s point of view. For customers, less isn’t always more but simply not enough. However, it helps to shift perspectives by putting oneself in one’s own customer’s shoes.
We live in a world of constant sensory overload. Everywhere we go, our senses are attracted and stimulated. Ads are pressed against each other in magazines, online banners seem to partake in a twinkle competition, stores animate us to buy something by playing music and even the baked goods section of different grocery stores spray scents that will make us crave buns, cakes and more.
How to stick out from the competition with this mass of information wherever one looks? By deliberately placing white space and daring to opt for more minimalist designs. It doesn’t only require artistic instinct on the graphic designer’s side but also requires your company to think about advertising more intensely.
• Who is your target group?
Only those who know their target group can advertise successfully.
• What do you offer, what’s your service?
Briefly sum up what your ad’s about. Focus on the most important information.
• Name recognition
Are you at the beginning of your entrepreneurial actions or is your company already known? Many companies that enjoy a high degree of familiarity limit their company information to the most important part, the logo.
A few examples: (as graphic designers, we have an affiliation for Apple products but we would like to stress that we are all non-smokers…)
Which ad catches your eye / which ad are you more likely to return your attention to? It’s like the rear fog-light of a car. You really don’t want to keep looking at it but you just can’t look away.
Take a moment, browse through magazines or watch television advertising. Which company appearances stand out?