The impact of white space on consumers’ perception of and attitude toward advertising

This study explored the impact of white space in advertisements on consumers’ perception of and attitude toward the advertisement. Participants (N = 333) took part in two studies online. The results show that more (vs. less) white space increased independent self-construal consumers’ positive attitudes toward the advertisement by increasing the relative effect of freedom on advertisement attitudes (Study 1). Moreover, print advertisements with more (vs. less) white space increased interdependent self-construal consumers’ negative attitudes toward the advertisement by increasing the relative effect of loneliness on advertisement attitudes (Study 2). The findings contribute to the literature on symbolic associations by demonstrating the multiple effects of white space in visual design. Effective visual design can meet consumers’ needs and enhance their preference for an advertisement.