Visually appealing newsletters maintain a good balance of white space and other elements. By loading your pages with copy and graphics, you risk losing readers’ attention, as well as creating and ineffective page. If an entire page is covered with text and graphics, readers have no focal point. As such, a lack of white space creates a visually unappealing, difficult-to-read page.
So avoid filling space for the sale of doing so — your newsletter will be much more effective if you balance your copy and graphics with a liberal dose of white space.
To set off headlines from body copy, use a font and point size different from body copy, as well as adequate space (known as leading) between the headline, tagline and story. In addition, make subheads distinguishable by using a font and point size different from the main headline.
White space can often “open up” your page and help define other elements by creating areas of visual emphasis. Sometimes a vertical border can create additional white space, as well as draw readers directly to a photo or graphic.
By carefully choosing a photo’s placement and size, you can let readers know the photo is the center piece and focal point of the page.
In addition, by using a vertical orientation, single-column format, a sidebar can take on it’s own appearance and does not “compete” with other text or graphic elements.
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