Product performance implications of framing white space in advertising

Abstract

Purpose The purpose of this paper is to investigate the impact of framing white space around a product image (e.g. silver polish) and its intended effect image (e.g. tarnish-free, shiny silverware) in an ad on the performance perceptions of the advertised product. Design/methodology/approach Four experimentally designed studies demonstrate a positive impact of framing the white space around the product and effect images. A total of 270 MTurk participants provided data for these studies through online surveys. Findings Findings across four different product categories reveal that when the white space surrounding the product and effect images in an ad is enclosed by a frame, consumers perceive product performance to be significantly higher than when there is no white space framing. This effect is mediated by enhanced perceived fit between the two images based on the white space framing. Research limitations/implications The current findings contribute to multiple marketing research streams including the use of white space and frames in visual promotions, as well as the literature on product performance, perceived fit, stylistic manipulations (such as the framing of white space in this case) and advertising communication. Practical implications The use of product and effect visuals in advertising to convey product performance is one of the most widely used tactics in the consumer packaged goods industry. Managers and creative directors can leverage the current findings to improve consumer product performance perceptions by using a simple, stylistic manipulation (which does not alter the core ad elements but only the production aspects) of framing the white space around the product and effect images in their product ads. Originality/value To date, there is only a small body of research examining the role of white space and visual frames on marketing-related outcomes. However, none of that looks at white space framing. The current work is the first to examine how localization of white space around the product and effect images improves consumer perceptions about the advertised product’s performance.

The effects of matching empty ad space color to featured product’s color on consumer buying impulse

“…From a rhetorical perspective, researchers clarify that this empty space is not to be considered unused or wasted, but as a visual trope that conveys meaning and symbolizes or communicates aspects such as minimalism, class, sophistication and even extravagance (Ambler and Hollier, 2004;Pracejus et al, 2006;Olsen et al, 2012). However, in all this research, the color of the empty space in discussion has always been white (Kwan et al, 2017;Sharma and Varki, 2018;Sharma and Monahan, 2019). The current research is the first to investigate the effects of using colored empty space in advertising.…”

“…However, researchers recognize that this blank space can be equally meaningful in conveying perceptions, such as brand power, prestige, sophistication, trustworthiness, leadership and quality to consumers (Ambler and Hollier, 2004;Pracejus et al, 2006;Olsen et al, 2012). Recent research has investigated the effects of adding empty space to logo designs on different brand personalities (Sharma and Varki, 2018) and framing it around the focal ad images on product performance perceptions (Sharma and Monahan, 2019). In all this research, empty space color has always been white, with research sometimes even addressing it as white space.…”