Negative space in copywriting

Are you familiar with the term “negative space?” It’s the empty area around the main subject of a design. Negative space helps guide the viewer’s eye to the most important thing. It’s a classic rookie mistake in design to not use enough negative space. It’s a meme among creatives that clients often ask, “can you make the logo bigger?” 

In a 30-second commercial, you have time for a script of about 80 words. Those 80 words need to be read quickly, and of course, if they’re read too quickly, people might not understand them. Some “negative space” around the words helps people focus on the important ones. 

When creating ads for clients, it’s common for them to push back on scripts, asking to cram in a few more corporate buzzwords. “It’ll fit, they just have to read fast,” they’ll tell you. Meanwhile, the ads that stick with us are the ones with only a few words, like the slogan for milk, or McDonalds. See, you remembered those by yourself. Short, sweet, lots of room to breathe. 

The real skill of a successful advertiser might not be writing the most creative or interesting copy…it might simply be convincing clients to use less room than they have. If you’re working with a global brand, they probably have competent creative directors in-house who understand negative space. If you’re working with a smaller company, you might want to learn how to explain negative space to your client, and how to put your foot down when they push for more corporate jargon.