It seems to me that one of the most frustrating things for account execs, creative folks, and production people, is the constant struggle for white space.
White space may sound simple to an outsider, but to those in our industry, we know it’s anything but. Wikipedia describes it as the following:
“White space should not be considered merely ‘blank’ space – it is an important element of design which enables the objects in it to exist at all, the balance between positive (or non-white) and the use of negative spaces is key to aesthetic composition.”
The struggle for white space is difficult. Agency outsiders look at white space as prime real estate – a way to increase the impact of the creative by adding a second phone number, another call to action, or a bigger logo. Those within the agency believe that impeding into the negative space detracts from the elements that already exist – crowding them and making everything more difficult to read.
While both sides believe they are correct at expense of the other, I ask you to take a look at the online banner I recently saw on NYTimes.com. Yes, it’s enormous and the colors are a little crazy. But that’s not only why this ad got my attention. Check out all that white (well, orange and blue) space. By leaving off a phone number and an address and bullet points and a header, the important information really pops.