in praise of white space

If nothing else, an award show call for entries issued by the Eastbay Advertising Club may have caught the attention of under achieving art directors.

The postcard, mailed to local agencies to promote the Oakland, Calif., club’s annual Addy awards, invites creative types to submit entries that capture the “best use of white space.” To drive the point home, the card features a mishmash of scribbled lines interrupted by a small patch of white. The message on the flip side reads: “A refreshing sense of calm washes over us when we see white space actually used in a layout.”