In the late 1980s there was a nice study that was produced with the advent of the then nwe-fangled laser printers. It showed that journalists were less likely to read a press release if produced in a neat, attractive sans-serif font, and more likely to read it for news content if produced in slightly distressed Courier.
1) White space looks wonderful, but for some reason we lend more 'serious creedance' to text that is small and crammed together.
2) Design is good to a point, but then drops off when it begins to feel 'commercial' I think after a hundred years of reading sloppily put together papers chalk full of the latest news, we sort of associate bad design with its 'genuineness' and overly clean design with something desceptive.