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27. Use Negative Space
Don’t let its name fool you, negative space is a huge positive to the design process. For those not familiar, negative space is the space around an image, the area and shapes ‘in between’ your focal point. This tool is used a lot when making a logo and in poster design and there is always welcomed room for it to be used in advertising.
Check out how cleverly IBM have used negative space in their ad. This example fits together with an illustration of a chicken and a woman’s face to perfectly encapsulate the main message about ‘tasting fresh food’.
Negative space looks tricky to master, and that’s because to beginners it totally is. But, you can create your own clever negative space designs by brainstorming objects and concepts related to your brand or message. Think of these objects and concepts as shapes, which shapes can fit together? When you’ve done the hard part (figuring out your design), execute it with high contrast colours, just as IBM have done in this example for an extra sharp and crisp effect.
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