These Ads Creatively Make Use of Negative Spaces to Show Products' Use

By: Riley von Niessen - Jun 16, 2016
References: digitalsynopsis & designtaxi
Advertising agencies 'Lowe/SSP3,' 'Colombia,' 'Ogilvy & Mather,' 'Leo Burnett' and more created a series of ads for print that use negative spaces to send a message to consumers.

The images resulting are sleek and minimalist, with shapes driving the products without overwhelming its viewers. With this, the negative spaces prompt audiences to stop and stare at the interesting imagery, getting potential consumers to read the product descriptions and listed brand names in order to understand what is being sold.

By doing this, the agencies offer artful renditions on the functional uses of the products being promoted. An example is an ad for Philips, an electronic company, that works to sell a flashlight by placing the product at the bottom of two cliffs -- using the white space in between to show the power of the light.