Seeing white space in an ad, brochure, web page, etc. is enough to frustrate some business owners to the max. “I’m paying for that space and there’s so much more I want to say so for Pete’s sake put some words in there”. For definition, white space isn’t always white. It’s probably better referred to as blank space but saying white space really makes you sound like you know what you’re talking about. Same thing as using the words ‘brand or branding’ at least 3 times in a marketing presentation, it makes you sound like you know what you’re talking about, but I digress.
First, and we already talked about the single nail theory, you’ve got to keep your message simple and adding words for the sake of adding words just gets in the way of making your point. But just as important is white space that actually makes the rest of the page easier to read – and people won’t get your message if they don’t read it.
Consider attention-getting value. Too many words compete with the main words in grabbing the reader’s attention. If you fill the entire area with words it looks confusing and people may not take the time to read the message. It’s too much work and we are after all lazy readers.
Same thing goes for making every word big and bold. Big and bold doesn’t necessarily mean something is easier to read. Something in, say 16 point type with (your friend) white space all around it can be easier to read than something in 22 point type that is crowded by other words.