Monday
Dec012008
Lexus and White Space
Monday, December 1, 2008 at 06:00PM
I was flipping through my new issue of Fast Company today and came across a full 2-page ad for the Lexus Hybrid models. It's a beautiful ad with lots of white space and awesome photography. (what else would you expect from Lexus) Unlike most other ads in the magazine, I actually stopped and paid attention to this one. Not only did I look at the photos of the cars (I'm a guy, what do you expect) I actually read most of the copy from the ad.
Now one of the reasons I took notice is personal, the idea of a performance car that gets good gas mileage is appealing to me. However, I have to say that the design of this fantastic ad is what really drew me in. Although I had been flipping quickly through the other ads to get to the articles, the ample white space surrounding the copy and photos in this ad made me stop. By minimizing the amount of content this ad is almost saying, "We know you're busy with other things so we'll make this quick." And they're right. I am busy and I'm not going to bother reading an ad unless I can do it quickly.
Too often people try to cram all the info they can into their ad, brochure, website, etc., when they could be much more effective by pairing that info down into only what matters most. Sure it would be great if everyone would take 15 minutes out of their day to learn about your product, but that's not going to happen. If you want people to pay attention you'd better be considerate of their time or they'll skip right over you.
Getting your message across requires good design and well-written copy that quickly zeros in on your point.
Now one of the reasons I took notice is personal, the idea of a performance car that gets good gas mileage is appealing to me. However, I have to say that the design of this fantastic ad is what really drew me in. Although I had been flipping quickly through the other ads to get to the articles, the ample white space surrounding the copy and photos in this ad made me stop. By minimizing the amount of content this ad is almost saying, "We know you're busy with other things so we'll make this quick." And they're right. I am busy and I'm not going to bother reading an ad unless I can do it quickly.
Too often people try to cram all the info they can into their ad, brochure, website, etc., when they could be much more effective by pairing that info down into only what matters most. Sure it would be great if everyone would take 15 minutes out of their day to learn about your product, but that's not going to happen. If you want people to pay attention you'd better be considerate of their time or they'll skip right over you.
Getting your message across requires good design and well-written copy that quickly zeros in on your point.
in Copywriting, Design
Copywriting, Design
Reader Comments (1)
As a writer, it's sometimes difficult to part with ideas and words that seem important and clever. =) But this post makes the best of points when it comes to ad copy, and honestly most marketing writing. Less copy often equals more impact. Write out your key messages, craft your text, and then cut the copy in half. And then cut it in half again. Even one more time depending on the piece. It's amazing what a better communicator you are when you've written next to nothing. Keep in mind, this approach doesn't mean you appear any less credible. Just purposeful.