Designers use white space to make their key pieces pop.
They draw the eye exactly where they want it to go.
So can you.
For the visual aspects of your brand—your logo, marketing collateral, website, book art—hire yourself a top-notch graphic designer whose work you adore (do not scrimp here) and let them loose.
But why stop there?
White space is oxygen. Your big idea—that big, bold, bodacious idea that is at the core of your work—needs white space to breathe.
White space lets your audience connect with you. It gives them a chance to try on your idea and make it their own. To project themselves into your world. To get so excited about it, they simply must share it with their posse. Fast. And velocity is what we’re after, right?
You can do this 1-1 or 1-1 million (gotta love social media) by sticking to one central, clearly articulated point. It’s tempting to show your audience all your stuff, front and center. Resist.
Less is more.
p.s. To see white space creation in action, watch a home renovation show (“Interior Therapy with Jeff Lewis” on Bravo is a personal fave). The designer tosses out years of accumulated mash-ups, injecting drama and pizzazz by focusing on the 1 or 2 treasures that were already there.