Creative Advertising

Space — The Final Frontier 

Headshot of Patrick Fultz
By Patrick Fultz

Space. It’s extremely valuable — in offices, in homes, on the subway and bus, and sometimes in relationships. But when it comes to design, space is critical.

Or should I say your use of space. All creative and marketing managers should be aware of my top three space rules:

1. Too Close to Edges

This is my number one space rule. It’s the first thing I look at when reviewing layouts. How close does the type and art come to the edge of the page? If they are too close:

  • The piece will feel crowded.
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Headshot of Patrick Fultz

Patrick Fultz

Patrick Fultz is the President/CCO of DM Creative Group, a creative marketing firm producing work across all media. He’s an art-side creative, marketing strategist, designer and lover of all things type. His credentials include a degree from Parsons School of Design with 15 years of teaching at his alma mater, over 40 industry creative awards, and he previously served as President of the John Caples International Awards. Always an innovator, Fultz was credited with creating the first 4-color variable data direct mail piece ever produced. He continues to look for innovative ways to tap the powerful synergy of direct mail, the web, digital and social media.

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