The Case For Space
I loved those vintage suitcases, and I hated to see them go. Having recently made the move into a smaller home with smaller rooms, I was busily arranging and rearranging (I can’t help myself), trying to squeeze in all my favorite stuff and still keep a spacious and airy feel. It wasn’t working. Finally, I stopped. Steeling myself to the task, I began to methodically remove every non-essential piece of furniture, every knickknack, every extra accessory. Then I got to those suitcases.
Actually, I should know better. There’s a quote from “Little Prince” author Antoine de Saint-Exupéry that we repeat often here at Cronin Creative. It goes like this: “A designer knows that he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.” With that in mind, I finally surrendered to the idea of removing the beloved luggage, and voila! The room opened up, it breathed easy and just felt right. It also felt a whole lot bigger.
When you think about the messaging around your brand, think of that room. While it may sound counterintuitive, when it comes to that messaging, taking things away adds a ton of impact.
You may have a lot to say to your potential customers, but if you’re trying to say it all in your marketing materials, you’re probably never reaching those same customers. People just aren’t equipped to absorb your entire story in one shot. You’ll have time for that after you get their attention and get them on board with the simplest possible messaging.
That applies equally to the design side of the equation. Never underestimate the power of white space to bring focus and clarity to your singular message and drive it home. Every element – from your graphic layout to your carefully crafted words – should be distilled to its essence for maximum impact (think “Think Different”).
As for those suitcases, you’ll be happy to know they’ve found a home in another, larger room. Sometimes you just have to make space!