We are served advertising continuously in so many forms. But whether advertising gets our attention or not can depend on an undervalued element: white space. This is the areas between type and images in a magazine ad or web page, etc., that is blank.  And when it is used well, white space can automatically increase the design aesthetic.

White space provides a balance in the design, a place for the eyes to rest, and accentuates the product and messaging in the layout.

This VW campaign was launched in 1959 by ad agency Doyle Dane Bernbach and uses white space brilliantly. Some advertisers want to fill every square inch of purchased space with type and graphics because they have the inaccurate idea they are getting the most bang for their buck. Trying to wedge too much content into a layout can lead to advertising that gets little or no attention, basically a waste of ad dollars, since building brand awareness and moving people to buy products is the goal in advertising.

We’ve seen that it takes creativity and courage to say yes to white space but that it can pay off. Sometimes less is more.