When confronted with a vast empty canvas, such as a billboard or the side of a work vehicle, the temptation is to fill every inch with information about your business.
However, just as taking a breath amid chaos clears your head and sharpens your focus, so does embracing ‘white space.’
‘White space’ refers to the empty areas between your company information, allowing the viewer’s eye to follow the intended path. This approach enables your potential customers to quickly and easily grasp who you are.
Consider this: If you highlight everything, in the end, you highlight nothing.
For instance, opt for a punchy headline that encapsulates your identity instead of an extensive ‘about paragraph’ describing your business. Rather than presenting a comprehensive list of services, a simple website URL will suffice. Remember, “a picture says a thousand words” holds true; a compelling image can capture attention far more rapidly than a lengthy text.
By providing simple, concise, and relevant information, not only will you communicate your offering faster, but you’ll also avoid overwhelming your target audience. In the mere six seconds, you have to win them over, they’ll be able to understand who you are with ease.
