The Power of White Space Marketing

When I recently redesigned our exhibition stand I was confronted by a senior member of the sales team who questioned the design. “Why is there so much space around our logo? We could fit a lot more messaging on there, what about another web address or a phone number?” This conversation was followed by a 15 minute pitch, by me on what I call ‘White Space Marketing’, so what does that mean?. Think of a brand that you consider luxury, or even one that represents high quality or great service. Then take a look at their marketing effort. Brands that spring to mind for me are Rolex, Apple, Audi, Paul Smith, Google, Nike… All among the best of class in their chosen markets. If you look at how they market themselves they use the power of white space marketing to tremendous effect.

To prove how this works pick up a local or even a national newspaper, look towards the back where you will find the advertising and classified section. It’s full of small adverts that make use of every single square millimetre by cramming it with words and images, with the advertiser making full use of the budget they have spent. Are they really making good use though? Now pick up a copy of GQ magazine or the Sunday Times and look at how the exclusive and luxury brands use their advertising inches.

They usually produce just one or two lines of text, with a strong image and of course, their iconic logo and brand identity. Take Apple as an example, one line marketing at it’s best coupled with brilliant product photograpghy and that iconic apple. The use of ‘White’ or ‘Blank’ space actually focusses the readers eye on the message and the brand, far more than trying to do it with words. They say a picture paints a thousand and this is a great example of that at it’s best.

So, back to the exhibition stand, the logo in my opinion is perfectly placed, a brazen stamp of our brand in a sea of white space that demands focus and attention. It’s supported by some easy on the eye imagery and a clear message of what our business does without having to ask a question. For me, it serves it’s purpose perfectly.

When designing your next exhibition stand, your next brochure or even your next website, don’t underestimate the power of White space…

About garethcase

Gareth Case has more than 12 years experience of marketing in the B2B technology space and has held senior marketing roles at Intermec Technologies, Arc Solutions, Viglen, Athona and now ONI and has experience of working throughout EMEA, North America and APAC. His broad understanding of the full marketing mix combined with a diverse skill set has contributed to the success and growth of his previous employers. Gareth has proven, successful experience in the following marketing disciplines: Offline: Marketing Strategy, Team Leadership, Direct Mail, Campaign Management, Telemarketing, Print Production, Public Relations, Copywriting, Budget Management, Graphic Design, Collateral Design, Presenting. Online: Website Design, Content Management, iPad Toolkits, Social Media, PPC, SEO, Analytics, CRM, E-Marketing, Video. Gareth has experience of working across many vertical markets including Healthcare, Local Government, Education, Finance, Insurance, Manufacturing, Logistics, Retail, Media, Not for Profit and Legal. He has started this blog ‘Inside a Marketing Mind’ to share his experiences and promote debate around the latest marketing innovations. Follow Gareth on Twitter here – http://twitter.com/gareth_case and subscribe to the blog for all the latest updates. For a more detailed synopsis of Gareth’s skills and experience, please visit his blog or LinkedIn page


3 thoughts on “The Power of White Space Marketing

  1. Howdy! This post could not be written any better! Reading through this post reminds me of my old room mate! He always kept chatting about this. I will forward this write-up to him. Fairly certain he will have a good read. Many thanks for sharing!

    Posted by ipad3 | August 16, 2011, 9:27 pm
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    Posted by Richbourg679@aol.com | August 19, 2011, 1:16 am
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