
Remove Empty Space Below Sales Copy
Copy Design
Remove Empty Space Below Sales Copy
Customers believe that marketers were unable to fill this space with additional benefits.
Be careful with empty space.
Even though it can optimize visual layouts, it can also reduce persuasion.
Across 7 studies, messages were less persuasive when they were surrounded by empty space (Kwan, Dai, & Wyer, 2017).

Empty space is most harmful below arguments. Readers infer that you were unable to fill this space with additional reasons, so your message seems less credible.
"a communicator who intends to convey a strong opinion is likely to use all of the space available to elaborate his or her position, whereas a communicator who is less confident... may leave space unused." (Kwan, Dai, & Wyer Jr, 2017, p. 450)
Plus, it triggers an anchoring effect. Your benefits might "feel smaller" if they consume a small fraction of available space.

Try shrinking this canvas so that customers receive 100% of potential benefits.
- Kwan, C. M., Dai, X., & Wyer Jr, R. S. (2017). Contextual influences on message persuasion: The effect of empty space. Journal of Consumer Research, 44(2), 448-464.

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