This is a fascinating principle about optimising your white space and you can take that as metaphorical or as practical as you like.
The other day, I was having dinner at a roadside caf and I noticed that the little sugar bags that came with my coffee had ADVERTISEMENTS on them.
Thats your classic use of white space. So, you make sugar in little paper bags, millions of them, and your company logo is on the front and the back of it is EMPTY.
These little sugar bags are handled by MILLIONS, likewise, who are sitting down to relax and have very little else to do whilst they are waiting for their food, or for a meeting, or to rest than to LOOK AT THE AD.
Being little sugar bags, as they are, they also make the perfect mini calling card that you can put in your pocket or in your wallet and take the ad, the phone number, the web site with you.
How cool is that?
Im just wondering how much extra business and extra money that generated for the broker, the sugar company and the advertisers all from a little square of white space the size of a postage stamp.
White spaces are everywhere.
They are on your web pages, at the bottom...
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