Design Series 02 | Less is More Formatting content that is easily read

Rich Keller • November 25, 2019

Less is More - More is More

This is the second post in a series of design tips spanning everything from logo design, email marketing, CRM’s, all the way to server tweaks, JavaScript tricks, analytics, and anything that comes up with current projects that I might find helpful to someone else in the same situation.

I don't claim to be an expert in everything, but I have 20 years of experience with this internet fad we are all taking part in. I will give my 2 cents on a given subject and hopefully, you find something useful that I've shared.

So that brings me to my second subject:

Less is More

White space

This tip is generally for formatting web pages to display content that is easily read at a glance.

You may have heard about white space and negative space before, but weren't sure how to implement them with your content.

Here are 2 examples using the same text.

1. This is the text you need to read.

2. This Is The Text You Need to Read

The second example seems to demand your attention, even though it says the same text.

Isn't that just a bigger font? Yes and No. Everyone has relatively huge screens with high resolutions, so don't fear to add space around the critical headlines and information that you really want to showcase. Adjusting accordingly for desktop and mobile.

A few great examples of minimalist design using whitespace are:

https://store.google.com/ca/product/google_nest_mini

and

https://www.apple.com/ca/ipad-air/

Scroll down and see how there is actually very little text content, but each piece is maximized and spread out for full visual impact.

You could easily fit either of these examples content onto a single page all "above the fold" which designers used to like to do, but scrolling isn't a bad thing anymore, people love scrolling on their phones, it's almost therapeutic. Scrolling can actually help sell the product because as you scroll it reveals a story, not just content, leading them to convert.

Treat a web page like an endless canvas.

It's not a square piece of paper.

Look at this comparison, all text on left, actual content on right. It seems like a huge web page, who has time to write all that content, but in actuality, it's roughly a 250-word paragraph.

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Rich Keller • November 25, 2019

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