Design to Sell

Building Blocks of Page Architecture

Design involves consistently formatting the building blocks of your marketing messages. The following sections describe the key building blocks that you’ll be working with in later chapters.

White Space

White space—that is, the absence of text and graphics—is important. White space at the margins of your pages frames your message and isolates it from competing messages. White space also provides room for your readers’ fingers to hold your publication.

A great deal of your design success working with headlines involves eliminating unwanted white space from inside the headlines—primarily line and character spacing—and replacing it with white space around the headlines. Often a smaller headline, with adequate ...