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…