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4.01
Color Palette: White Space
White space
Our mass advertising reinforces our
contemporary, clean and inviting approach
through extensive use of white space.
White space can be used to create synergy
between mass and direct communications and
is encouraged to be used liberally throughout
DR visual representations. It is acknowledged
that direct marketers use color extensively to
get mailings noticed and drive specifi c actions.
The guidelines in this section as well as Section
8.0 on DM Components, will provide and show
varying degrees of fl exibility for using white
space in direct response, while integrating
compelling color.
Use of white space in conjunction with other
brand elements in DR creates synergy and is
encouraged as it reminds customers of their
familiarity and experience with GE.
Direct Response Communications
Version 2.0
Page 36
Advertising
GE
Energy
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imagination at work
DR Letter
GE
Energy
Mr. Bob Smith
V.P. Environmental Controls
ABC Company
123 AnyStreet
Anycity, NY, 10001
What's more important?
Performance or control?
Dear Mr. Smith,
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Control Systems.
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Sincerely,
Dan Brown
Education Manager
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imagination at work
Collateral Cover
GE Money
Stop thinking...
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