We all know about the trend of big size pictures – you see them in advertisements (online + offline), on websites or in editorial designs. This trend clearly focuses on transporting emotions because a good message alone („buy 3, pay 2“) does not really convince people to buy a product anymore. Emotions sell. This trend has not even reached its peak yet, I believe.
Meanwhile, another new trend is getting bigger: The power of simplicity. You see that more and more often in editorial designs for example: A lot of blank space that gives the copy space to „breathe“. As an advertisement that does not look like an advertisement is more promising to companies, print advertisements become simpler too. (Facebook shows how to do it: Promoted posts in between your friends’ posts in your personal newsfeed don’t look like an advertisement at first sight.) A lot of blank space, a short text and a significant product picture or an outstanding graphic – this is all it takes for an advertisement that stands for simplicity at its best.
Furthermore, a lot of blank space makes people curious. „What exactly is that? Hm, let’s see, I’ll download this app now.“ This is how simple advertisement works, nice and easy.