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16. Let Whitespace Be Functional
Whitespace is an incredibly useful tool in design, it helps to let your designs ‘breathe’ and it keeps your design neat and uncluttered. However, whitespace isn’t just an aesthetic tool, in fact, it can also be a functional tool, one that can help create meaning for your ad’s key message.
Have a look at this example for Kit Kat that uses whitespace to draw attention to the main focal point of the design. The use of the whitespace here also helps to capture the idea of a break – silence, relaxing etc. There is no clutter, no loud colours, no big and bold type, the whitespace creates a peaceful and serene tone, perfect for this situation.
Using whitespace for the first few times can be pretty tricky, you get tempted to fill it all up with colour, type, larger elements etc. but hold off. Let your whitespace speak to consumers, and let it keep your design simple and clean, but also let it say what you want it to say. Sometimes less really is more.
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