Have you ever seen one of those extended movie trailers that just show too much? After 60 seconds of clips, you feel like you've already seen the entire movie. No need to go see it in theaters now, you already know the catchy punch lines and the major plot twists. The successful trailers are the teaser trailers—the ones that pose more questions than answer them.
The good books are the ones that leave the important details up to your imagination. The moving tv shows are the ones that don't answer every burning question you may have. They let you speculate, formulate, devise, and discover meaning on your own. The smart marketers know that the things your mind comes up with are more powerful than anything they could; their job is to plant the seed so that your mind can go to work.
What is it with our obsession to see empty space and want to fill it? Advertisers see white space on a website page and look at it as precious real estate to slap as many hideous, loud, in-your-face ads around it, begging for your attention.
We buy big homes and fill them with things. We get smart-home devices that order stuff for us so that we can spend the rest of our time on social media. We have grown accustomed to filling space and time with meaningless possessions and idle pursuits.
Which makes white space a powerful tool. It's different. It sticks out. It draws attention to the things that matter most. It's quality, not quantity. It's an impactful marketing technique as well as an under-appreciated, overlooked way of life.