Paying for negative space

People pay just as much for what they can't see as they pay for what they can see.

When you’re walking around Disneyland (or most resorts), you expect it not to look like, feel like, or be like Burning Man.

You pay for the experience, sure, but you also pay for what’s not there.

Great photographers know this. You can make just about any space look good (or interesting) by omitting the unpleasant, and adding a touch of brightness.

And, of course, designers of all kinds do this everyday, by removing what is unnecessary they create streamlined user experiences and functional products alike.

For your organization (or project), then, asking: “what are our clients not paying for?” and “what are we not in the business of creating/designing/selling/displaying?” are just as important to consider as “what problem are we solving today?”