White Space: YES, you DO need it!

It never ceases to amaze me. I receive a direct mail piece and in it I see nothing but text, text, text, graphics, colors, text, text, text. I don’t know where to look first. Have you ever seen this? I’m sure you have. Everyone has seen a design that is so loaded with stuff that they just put it down–in that circular-file-thingy–never to be looked at again.

But, why? Why what? Why is that direct mail piece so overloaded, or why do we toss them…shhh, did I say that out loud? I think there is the notion that every square inch needs to be filled. “Let’s not waste any space, we’ve got to get the most bang for our buck!” I understand this, I really and truly do. HOWEVER, we need to remember who our recipients are. Our readers, prospective clients, recipients of oh-so-wonderful marketing pieces need to be able to look at a piece and READ it! And, the best way to guarantee that it gets read, is to give their eyes a chance to relax, rest, take a breather, if you will, so they can move on to the next wonderful and amazing piece of information that you have to share with them.

White space is a blessed tool that, if used correctly, creates design pieces that actually stand out more. It is used to balance colors, text and graphics. It can actually draw your eye in, rather than make you look away. Think about it: if you look at a white postcard with nothing but the word LOVE in the middle, then you look at a postcard with the word LOVE surrounded by hearts, colors, loads of text, and what-not, which one do you think will engage you more? Which one will you have an easier time reading? Which one will allow you to open it or turn it over more quickly? Be honest…I know you know the answer.

So, please, please, please, the next time you come up with a new marketing idea, keep it simple and remember that more doesn’t always mean better.

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