What's "white space"?

The purpose of any printed marketing piece should be to convey a positive message about your company or business. The message conveyed should continue the conversation, or at least, raise a question or two. One way for a business owner to start this process is to realize that white space is ok!

White space is the area around your printed marketing piece that is not taken up by typography or images. It isn't just "white", either; if your background is blue, the empty spacing is called "white space". Sometimes the impact of this space, when properly used, can make as big an impact as the loudest car sales sign. Remember the first billboards for ing.com?

It isn't necessary to fill up every space on your flyer, brochure, or business card with text and images. Give your marketing piece some breathing room. Your audience will thank you for it; so will your business card.