Those ads were known for their “campy” quality, partially because they fit so many design elements onto one page. They didn’t have much micro or macro white space—almost every spot was filled with text or shapes. Image courtesy of The New York Times The ads worked in Zizmor’s favor since they were a subway mainstay for 25 years. But this approach might not work so well for a business trying to come off as modern. Contrast this with a more recent example, like this eBook landing page from Optimonk. It has a colorful design just like the subway ad above, but it uses much more white space:

Image courtesy of Optimonk The large swaths of open space—both macro and micro—follow today’s best practices for white space, and this landing page design feels much more modern. How to Give Your Landing Pages Oomph With White Space White space serves multiple purposes on landing pages. Once you understand all the different ways you can put it into action, you can better use white space to your advantage. Direct user flow Every landing page has a visual hierarchy that guides the viewer through its design elements. You can control that buy email list flow with strategic white space placement. When you give an element more white space around it, the viewer is more likely to look at that element first.

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This practice goes back to one of Unbounce’s fundamental principles of conversion-centered landing page design: building structure. You can create an information hierarchy by giving the most important details more space than less important ones. Check out how Simply Business creates a visual pathway using macro and micro white space. Image courtesy of Simply Business The headline, subheader, and first call to action button have plenty of macro white space around them to draw your eye first. Then, once you head down the page, you’ll see the three-step process broken up with more micro white space.