So, you have gotten the skills of a marketer. You understand the analytics and what you need to do to get your next ad on someone’s algorithm. But what makes it exciting?
The human eye is a wonderous part of the human body capable of seeing every detail, and it’s also the capability of being bored very quickly. So it’s okay if this isn’t something you considered; it’s not something not everyone is trained in. Luckily for you, I have spent quite some time in dark basement studios and have had paint stuck to my arms for weeks to give you some quick essential tips on art elements that can help you on your next advertisement to become the talk of the town!
For the sake of time (and perhaps a thesis-styled paper that could bore you to death), this post will focus on one of the essential elements to consider in marketing: Negative Space/White Space.
A blank piece of paper, an empty canvas, a vast open field, or the endless vacuum of outer space. There are different ways to defer
“Negative Space” or “White Space.” But, of course, most people won’t see what someone with a trained eye would to anyone without a trained eye. Negative space or White Space is the space around and between objects or subjects. Because things are viewed with their surroundings, it’s challenging to determine what is empty and the “whole” pictures.
In a Two – Dimensional setting, that is where the negative/white space exists, which, the picture already knows, is your background. That is your blank piece of paper or a blank screen. But if you were to turn it like a cube, for example, in the Three-Dimensional Space, you can now consider the new space, which is now an object existing in the foreground.
Granted, a negative space doesn’t have to be white; this can apply to any background color with an object, making space something entirely new.
Examples Of Negative Space Used In Ads
Now that you are an expert in understanding Negative Space, you can create ads with these skills in mind to create a new dynamic effect to the consumer’s eye. As mentioned before, you are not only constricted to using one color as space can be found in any color on the spectrum. Consider thinking about your favorite Logos or ads. Do they use this technique you never noticed?
Let’s create examples of how we can view this from a marketing aesthetic standpoint. I have created four different types to get your creative juices going when you are at your board meeting and brainstorming the next look for your brand, company, or ad.
Using Lines
Lines can activate, trap or counter form the negative space using the white background.
Creating a “break” like in the first figure
Putting lines so close together can become a black solid
Spreading lines and spacing them accordingly can create tones; in this case, this square has now become a gray square.
Stable Figures
For this example, we have turned the background or “Negative/White Space” to different colors to show contrasts of objects used in the space.
Centering an object creates a neutralized space.
Making an object small and putting it off-center activates the space around the thing.
Making an object big and over-flooding the space makes it dynamic.
Reversible Figures
We can see how the object and the background (negative space) can be seen equally. Then, based on placement, we can view the figure of the experience in the foreground or background.
A tiny figure can be seen as “in front.”
A colossal figure crowding in a small space is still “in front.”
A figure overcrowding with the area is seen as neutral, and neither is “in front.”
Ambiguous Figures
These are all completed cubes in the 3D space if you look closely. Ambiguous figures allow objects to exist in the background and foreground simultaneously. An element like this can help typography in an AD look but more unique or on the human eye.
It has to take a role of emptiness; we see it subconsciously as a background.
Art Guru
There you have it! You are now an expert on negative spaces and can move forward in using them in all of your marketing endeavors.
Remember, you don’t have to be a graphic designer or be professionally trained to understand these fundamentals; have enough understanding that these rules and elements exist. For example, negative spaces exist everywhere around you; after this, you’ll be able to see something others couldn’t.
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