Whitespace is Your Friend
“Whitespace,” or “negative space,” is the space between elements in a composition, and it is often misunderstood. For many, it equates to “empty space,” and should be avoided at all costs. (You’ll often see this expressed within an overcrowded ad that only manages to confuse the advertiser’s message and/or brand.)
Correctly utilized, whitespace can dramatically improve retention and comprehension, as well as significantly elevate brand awareness and perception.
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