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 Whitespace and Focus
Customers must be allowed to "focus" without cluttering their “mind's eye” or you will lose them immediately. Too many sites violate this basic rule of marketing. As a result they probably sell a lot less than they should.
Group what should be grouped, and use whitespace to create customer focus on the product.
Whitespace can be any color. Keep this in mind throughout your designing.
Four Steps in A.I.D.A. Sales Formula
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A. Get the Buyer's “Attention”.
I. Stimulate “Interest” in the Product.
D. Arouse “Desire” for the Product.
A. A direct call for “Action” that results in
Sales of Products equaling Profits.
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Four Steps in A.I.D.A. Sales Formula
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A. Get the Buyer's “Attention”.
I. Stimulate “Interest” in the Product.
D. Arouse “Desire” for the Product.
A. A direct call for “Action” that results in Sales of Products equaling Profits.
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Four Steps in A.I.D.A. Sales Formula
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A. Get the Buyer's “Attention”.
I. Stimulate “Interest” in the Product.
D. Arouse “Desire” for the Product.
A. A direct call for “Action” that results in Sales of Products equaling Profits.
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As you can see from the examples above:
The content MUST FIT THE AREA available!
Whitespace in Advertising is the Key to Customer Focus
As you can see this is very effective - even just using text.
People will not take the time to read something that is difficult to make out and understand. This same rule applies to everything on a page including graphics. If you want them to notice something then give them enough area around it to allow their eye to focus on it.
Legibility and Text
This brings us to one of my pet peeves. I cannot count the People that have came to me and said, “Look at my new page!”, only to get there and see this:
I am so proud of my new homepage.
I seen a centered text somewhere on the Net and I was so impressed.
I am going to use CENTERED TEXT on every page on my website.
I do this in spite of everyone's complaints about how hard my site is to read because I think the <CENTER> Tag is so cool now that I have discovered it.....
ACTUALLY I THINK I WILL ADD INSULT TO INJURY AND USE ALL CAPS AND LARGE FONT SIZING TOO.
HECK, ITALICS WILL MAKE IT EVEN HARDER TO FOCUS!!!
.....not to mention that italics do not draw well on a computer screen.
Now I have destroyed any hope of being able to emphasise anything in the text content of my page. I sure do hope people take the time .....I didn't :>)
You may laugh and say, “Come now, don't be ridiculous”.
No, I assure you I have seen this bad (and far worse), on semi-professional web pages for years.
Trust your Designer, they avoid these cardinal mistakes because they Don't Work.
If your visitor can't read it, they will leave.
If you insist on completely all “Left Justified” so be it; but we were all taught throughout our formal schooling to read on properly spaced and indented paragraphs. Yes, coding indents takes more time to accomplish and the final results are well worth it. The new modern business ruling of “no-indenting” is simply the product and symptom of pure laziness . . . enough said.
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