Time and time again I come across profiles that are genuinely painful to read.

One of the most important concepts in advertising is effective use of white space. This post is fairly easy to read because the text is broken down into paragraphs.

It is a well-known fact that the online Internet dating profiles are typically read in two phases.

• Phase I is skimming the content and headlines looking for a quick overview of the person.
• Phase II is actually reading the ad, sometimes multiple times.

By not utilizing an abundance of white space in your profile, you make it exceedingly difficult to skim, which in turn makes the reader skip your profile altogether.

I see well-written profiles quite often where the only final touch the person needs is just to add some more white space.

Your comments on this article are welcome.

And now to illustrate the concept of painful to read profiles…

Time and time again I come across profiles that are genuinely painful to read. One of the most important concepts in advertising is effective use of white space. This post is fairly easy to read because the text is broken down into paragraphs. It is a well-known fact that the online Internet dating profiles are typically read in two phases. Phase I is skimming the content and headlines looking for a quick overview of the person. hase II is actually reading the ad, sometimes multiple times. By not utilizing an abundance of white space in your profile, you make it exceedingly difficult to skim, which in turn makes the reader skip your profile altogether.I see well-written profiles quite often where the only final touch the person needs is just to add some more white space.