BrandFrames #001: Let Those Pixels Breath

Welcome to the first issue of the BrandFrames newsletter!

To say that I’m excited will be the understatement of the century. I’m a lot more designer than writer, but there is so much that I want to share with you, that that I decided to take a leap and jump in. Please hold my virtual hand while we do this together. πŸ‘‹

Today, let’s talk about space, specifically – white space.

What is it, and does it tastes like marshmallows?

White space is about what is not there. It is the portion of a page left empty.



Allowing pixels to breathe.

Using white space effectively is the main reason why simple modern clean-looking websites are performing much better.

Spacing things further apart is a great way to create harmony, hierarchy, and distinction between groups of elements without introducing any new information into the user experience.

Using white space effectively is a great way to balance design elements and better-organized content to improve visual communication and storytelling.

A page without white space crammed full of text or graphics runs the risk of appearing busy, cluttered, and is typically difficult to read, people won’t even bother.

Here are some tips on how to make sure that you use enough white space in your design:

1. Use headings and short text paragraphs of no more than 3 sentences. Make sure line spacing is adequate, preferably between 120-150%, depending on the font.

2. Keep text blocks to a maximum width of 520-550 pixels, which is approximately 9-12 words. If you need to present a large amount of copy, consider showing a short paragraph with a “read more” link to a blog post.

3. Use spacing to emphasize hierarchy. Utilize white space by consistently using the same margins and paddings for like elements such as text and images.

4. Keep Call-to-Actions (CTAs) surrounded by space and clear from clutter, so your visitors can see them clearly and take the designed action without being distracted.

5. By now, we are all used to scrolling pages, on desktop or mobile. There is no need to cram everything “above the fold”. In fact – keep this area as clean and focused as possible – a heading, subheading, and a CTA, all surrounded by magical, wonderful, space.

Less is definitely more. Readability, usability, and comprehension are greatly increased with minimal and focused elements. Don’t be afraid to leave room on your pages for the reader to rest their eyes.

White space is the secret sauce.

Tastes even better than marshmallows. No?

The Business of Design πŸ’Ό

Today, more than ever, we must make sure that we capture and retain website visitors for as long as we can, so they can comprehend and take action according to our content.

Here is a great article outlining web design mistakes we should avoid or fix to reduce bounce rate.

Tools of the Trade 🧰

PhotoScissors saves the day when you quickly need to cut out a person or object to paste into another picture, or to remove the background from a photo. You don’t need any specific skills or professional software for a perfect image clip.

Remove a background and replace it with transparency, solid color, or background image with just a few clicks, with this FREE tool!

Bookishly Smart πŸ“š

How do we step out from behind the screen to motivate ourselves and others, to find creative ideas, and develop our “design eye”?

Show Your Work! A fantastic book by Austin Kleon about unleashing our creativity and designs to the world, without the fear of being copied.

For Your Viewing Pleasure πŸ“½οΈ

Mastering communications. Why is Storytelling so powerful? And how do we use it to our advantage?

The magical science of storytelling and how to harness it in our work.

It’s All Fun and Games 🎲

How ’bout a little game of color matching to develop our visuals? This one is fun but challenging!

Who needs to work? Let’s Play!

A quick reminder that Unlimited Pro Plan is back. For me (see above about NOT being a great writer…) it has been a life-saver. I’m producing great copy for my clients and myself – this is truly a miracle tool, go and get it!

Enjoyed the read? Learned a new thing? Let’s stay connected. You’ll love my emails.

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