In B2B marketing there are a variety of tactics that require design, including print and online advertisements, websites, whitepapers, infographics, business cards and pitch decks to name a few. Regardless of the tool you are using, you need to be selective with the content that you include. Many businesses have so much to share with prospects and clients, that they want to fill every inch of space with content but often the absence of content is even more impactful. This is where white space plays a role. White space is often referred to as negative space. It is the portion of a page left unmarked: margins, gutters, and space between columns, lines of type, graphics, figures, or objects drawn or depicted.1 Many people often see this as wasted space when the complete opposite is true.