Here’s a riddle for you.
Name something that’s costly and colorless. More often than not, it serves no useful purpose. Direct marketing merchants can’t afford it. But it’s greatly beloved by ad agency art directors.
Aw, shucks. If you’re a regular reader of this column, you guessed it right away.
The answer is white space in ads.
Of course, it’s not always white. It can be green or magenta or fuchsia.
The important thing is that it’s empty. No words, no pictures. Just square inch after square inch of glorious emptiness
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