Using white space in your ad

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Submitted: April 26th, 2013
By: Raymond Pummell

So, you just purchased a nice-sized advertisement space and you want to get the most for your money. It may seem ironic, but getting "the most" will definitely include ample amounts of “white space.”
     White space (a.k.a. negative space) is the purposely untouched areas within your advertisement that adds an element of flair and class. The eye is naturally attracted to clean and open areas, allowing the reader time to read and process the information.
     Once the space has captured the audience’s attention, objects are highlighted and the impact of the information is amplified. White space does not always mean it needs to be white; it can be any block of colour or even a simple texture or photo.
     It's tempting to fill the space up with information and fancy graphics, but this can cause an advertisement to look cluttered and messy. This can actually be damaging by sending an indirect message about your business – if your advertisement looks disorganized and unprofessional, the assumption is that your entire business works that way as well.
     Good design will always embrace the balance of white space, type and graphics. Don’t be tempted to cram too much into your advertisement. It will just be a waste of your advertising budget and inadvertently deter people from doing business with you. By following these guidelines, you can maximize the impact of your message, capitalize on the results and watch your bottom-line results climb.