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White space in advertising

White space in advertising is nothing.White space is the absence of content of pictures or text.Though white space is the absence of content with its effective use it can greatly add to the content of both photos and text.Too many pictures or an abundance of text in advertising can make the advertisement look too `busy'; without the proper use of white space to make the text or picture stand out, an ad may get lost.

All publications have to use white space as they put their material together.However, the white space will be used very differently depending on the goals of the advertiser.For instance, a book has margins and this is white space.However, the publisher's goal is to present the text in a readable and economical format.Hence, the margins are large enough to frame the text, but most of the page is used in presenting the text.The same format would not work in your advertisement.

Historically a newspaper allowed little use of white space.They wanted to maximize their advertising and articles so nearly the entire newspaper was covered with pictures and text.So little white space was used, they had to have lines to distinguish the columns from each other.The roles of newspapers were for delivering content and not the diverse publications they have become today.

However, modern newspapers are moving from this format greatly because they have learned the power of white space in advertising.Additionally, their goals are changing from just putting as much information as possible as economically as possible.The newspapers have begun using more color and their focus has included more entertainment than the historical strictly news format.Hence, they have learned to use white space to highlight certain text and images.This will draw the reader in and then the content is responsible to retain the reader's attention.Sales are promoted not through content, but through quick visual summaries made using a visual code in which white space plays a dominant part.

You will also see a difference in the use of white space for different target audiences.For instance, most working class publications will have very busy or cluttered pages and advertisements.However, the more sophisticated or higher end magazines and publications will use a lot more white space.Hence, when you compare these different publications and magazines you will see that the higher end they are the more they use white space.Additionally, you can also see the lower end will tend not to use white space.Thus, you can conclude that just by using white space in your advertisement you are immediately adding class that people relate to even if they don't understand why.

Some people will tell you that you need to have at least 20% of the advertisement in white space.Any less white space will not grab the customer's attention properly.Ample white space helps gain attention, create contrast, and unify the advertisement.Many consider white space the most underestimated element in advertisements.
Lastly, white space does not have to be white.Historically, most publications have been black and white so the blank space was always white.However, if your company is known for another color like Home Depot and orange, you may choose to have your white space be orange.You will want to build brand recognition while using your white space.
In summary, white space is one off the most underestimated elements in advertising.White space if used properly can gain attention, create contrast and unify the advertisement.You will want to use white space to keep from having a cluttered look to your advertisements and make them look more sophisticated.

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