In graphic design, the use of white space is incredibly important for many reasons. But first, let’s start with Wikipedia’s definition of the term: In page layout, illustration and sculpture, white space is often referred to as negative space. It is the portion of a page left unmarked: the space between graphics, margins, gutters, space between columns, space between lines of type or figures and objects drawn or depicted.
The term arises from graphic design practice, where printing processes generally use white paper. White space should not be considered merely 'blank' space — it is an important element of design which enables the objects in it to exist at all, the balance between positive (or non-white) and the use of negative spaces is key to aesthetic composition. - Wikipedia
White space gives the viewer a place for their eye to rest. A page or website crammed with too much information or images confuses the eye and the client will quickly look elsewhere, to another page in the publication or in search for another website that is more visually appealing. Some of my clients originally believed that leaving white space was essentially a waste of advertising space. “You need to fill all the space!” they would say – but actually it is the opposite – and the design becomes more inviting to the viewer. The elements stand out better when there is breathing room!
The advantages of white space in design:
• White space attracts the eye and gives you a place to rest
• Improves readability
• Makes the pieces look cleaner, elegant, and sophisticated
• Gives more focus to the product
• Helps with movement and the importance of elements on the page
• Separates items
“ Negative space is magical – create it, don’t just fill it up!” Timothy Samara
The goal of marketing is to capture the interest of a potential client. You want them to respond to your marketing efforts with a call for more information, a purchase of your product, or the use of your services. Make sure your designs are inviting and bring people in!
At Think Donson we help you focus on your message and create memorable and clean designs that will bring you results.