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Less is More, Part Deux:
White space is your friend.

With white space, there is no grey area. People are of two minds: either you crave it, love it, appreciate the zen of it; or it drives you crazy thinking of all the stuff you could cram into the void. (For some reason, I hear the haters, singing to the tune of Eric Burton’s War, “White space, what is it good for? Absolutely nuthin’, uh huh.”)

White space is one of the best things you can do for your brand.

I bet you pay more attention to the last sentence than anything else in this article. Why, because it is set apart with white space—that tells your brain it must be special. It gives you time and space to focus without distraction. It says, “Hey, pay attention! This deserves your full and undivided attention. This is special.”

So what does white space have to do with branding and collateral materials?

In the case of your logo, the embodiment of your brand, you want to treat it as a jewel. Encase it in white space. Show it respect. If you don’t give it the love, you send a message about how little you value your brand. And, if you don’t, why would anyone else?

Also, setting your logo apart secures its place at the pinnacle of the hierarchy of information you present. If you’ve done a good job imbuing your brand with value, putting it out front, loud and proud, it sets an expectation for the customer and thus, shortens the sales cycle.

In promotional materials, both print and electronic, creating white space allows the reader to better focus on the most important information and better retain the pearls of wisdom you are putting before them. Apple is the “king of the world” at good use of white space in its marketing materials:

This says “look, enjoy and appreciate.” And, it doesn’t need to say anything more. It doesn’t just create “want,” it creates downright lust for the product. Less (clutter and unnecessary verbiage) is definitely more.

If you still don’t see the value of white space, think of it this way: flying coach versus first class. First class is your body with white space. Less (crammed in) is more. White space is your friend.

 


Next Issue:

Nip, Tuck: Keeping a fresh face on your brand

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