Empty Space

Space, empty space, is more than just nothing. It is mysterious; it is alone, empty, and most of all simple. If there was one thing that has stuck with me from my freshman year advertising course is "KISS," or keep it simple stupid. It is like a matte or boarder to an image or text and makes the viewers focus straight to your point. This space is known as white space and if executed correctly, it could be very dramatic, powerful, and effective. White space, also known as negative space or empty space, tells the consumer that the ad trustworthy and gets to the point. It literally helps to highlight what you want the viewer to be looking at. Look at this example of what white space can accomplish. This FedEx logo shows a hidden secret that can be found in the negative space. There is a white arrow in the logo that adds movement to the logo.

Another successful use of negative space is the “Think Small” campaign for Volkswagen. This is one of the most famous uses of white space because it grabs the reader. The dominant white in the ad makes the reader focus on the text “Think Small” and the image of the car. It helps explain the message of the tag line and emphasizes the simplicity of the small car.

Empty space is fun because viewers expect to look at a whole 2-dimensional image. With negative space it is testing the viewer to look at the image differently. Have you ever been asked, “what does this say” to the images below?

As a younger person who doesn’t realize to look at the image in a different way, it could be extremely difficult to read. But once it is explained and seen, it is almost an accomplishing feeling that you ‘figured it out.’

Other ways to view empty space is in color. Color can bring a lot of personality to an ad. One of my favorite campaigns that uses color as their negative space is the Apple iPod Campaign. This creative idea gives each silhouette a personality with very subtle details such as bracelets, hair, and dance moves. Furthermore, it completely focuses on the white earphones and iPod. The black silhouette is pushed behind the white image and puts a huge focus on the product. It plays with our psychological mind in trying to determine foreground and background. The reader thinks, what’s in front, what is important, what I need to be focusing on. With negative space, it is easily determined what the focus should be on.

All in all, the use of white space tells much more than it seems. It can play with proportions, text, images, color, and more. The opportunities you can have by using empty space are unlimited but you have to execute it correctly or it will seem disorganized and ineffective. However, if you ever need to make a statement, just remember to “KISS,” KEEP IT SIMPLE STUPID.