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marketing ideas & tactics for your business
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367 Marketing Ideas & Tactics for Your Business
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magazine
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creative direction
ad
annual report
brand
broadcast
brochure
chart
cover
exhibit
icon
illustration
logo
magazine
masthead
newsletter
photography
poster
thumbnail
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annual report
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graphic standards
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presentation
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writing
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Never underestimate the contribution that white space can make to your message.

White space, in a graphic design, is like unspoiled land. It demands nothing and is easy to view. Much like gazing at scenic panorama from a high place, the spectator enjoys feelings of serenity and wonder rather than pressure and apprehension. Since such a view offers only enjoyment, we feel free to spend time with it.
In much the same way, white space in a layout invites readability. Rather than being totally crammed with information, pages that offer some relief are more likely to be read with a bit more relaxed attention. This is especially true in a vehicle such as a sales brochure where the reader feels some measure of pressure to do something.
 

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To include white space is a decision that the art director should make. It will be based on an anticipated sense of how all of the ingredients, especially volume of copy, will work. Those who expect a poor reaction because the proposed size is so small that it will look choked and be hard to absorb will need to consider adding air.
Naturally, if you have put the brochure in the hands of your target audience, they are already predisposed to learn more. So maybe the extra cost for white space seems excessive. However, giving a competitor the chance to be remembered fondly, instead of you, for the sake of a small savings is a mistake. Because, putting a communication in the right hands does not guarantee results. The quality of the piece and the feeling it evokes are part and parcel of its chance to succeed under any circumstances.

Creative functions:
Art direction, creative direction and design*

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*Creative functions refers to the kind of work performed on each sample by Andy Attiliis.

All information found in this portfolio should be considered individual views based on the work experience of Andy Attiliis.
Copyright 2001 Andy Attiliis




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