How to Use Negative Space in Advertising Brochures

by Kevin Johnston
Brochures gain appeal if they are not too crowded.

Brochures gain appeal if they are not too crowded.

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When you make a brochure to advertise your small business, you may be tempted to put in as much information as possible. However, readers don’t like to see large amounts of print in brochures. Consumers tend to glance at brochures, and if something catches their eyes, they will read more. Negative space -- areas that have no text or pictures -- can help your brochure attract more readers.

Lightness and Heaviness

Look at the amount of text you plan to put in your brochure. Instead of looking at the individual words, see the text as a solid block. If you have covered the available brochure space with text blocks, your brochure will appear as one solid block of gray to viewers. Potential readers may turn away because the brochure will look ponderous. Try taking out portions of the text so that you have fewer and shorter paragraphs. This will allow more negative space around the text to give it a lighter feel. Negative space is sometimes called white space because it lets white paper show through, adding brightness to your brochure. Even colored paper will add brightness.


If you have a logo on your brochure, showcase it by surrounding it with negative space. This space around a visual image suggests to the reader that the image is important. If you place your logo too close to your slogan or other text, readers may have a tendency to overlook it. Wherever you place your logo on your brochure, keep it away from other design elements so that it will have the greatest impact and viewers will be more likely to remember it.


Reduce your message to the most precise version possible. Take out all embellishments and additions and look at what you have left. Place this message in a bold font in the middle of white space. This will add an air of elegance and simplicity to your brochure. Your simple statement surrounded by negative space will also convey confidence.

Plan Your Negative Space

Don’t think of the negative space on your brochure as what’s left over after you have placed all of the other design elements. Plan on where you will use negative space. This approach can be particularly useful when you want to showcase an image or a piece of text. Look at the areas where negative space could lead the eye to where you want it to go. For example, instead of placing an image of your product in the middle of a page, place it in the lower right corner and leave the rest of the page as negative space. The eye will search the negative space, find nothing to focus on, and trail down to focus on your image exclusively.

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