White Space Designed to Breathe

Learn about white space and its use in design and get an idea of it’s proper and professional use.

Ever look at an advertisement and notice how much or how little space there is? Or have you ever created an advertisement, and tried to fill all the useable space. Whether you realize it or not that space, or lack there of, is intentional by design. Often times the difference between a professional designer and a non-designer is the use of the space in question.

In graphic design there is an aesthetic element called white space or negative space. This space is the area between elements and provides the viewer a chance to make sense of what they see. Not only does it give the viewer a chance process, it also signifies groupings. A good example is a paragraph. One paragraph may be about cars while a second paragraph may discuss engines. The break between paragraphs signals the viewer to stop, and informs them visually that a topic will change. In design it is all the same concept. While you may provide the event location and activities a space between the two allows the viewer to distinguish that they are different.

Not only does white space help differentiate content, it can also provide a feeling of cost. A lot of white space can give the feeling of luxury, because nothing is crowded and compact. Often times luxury is perceived as being relaxed, comfortable, spacious, and happiness. Where as very little white space can be perceived as cheap. This is due to the crowding of elements, creating an uncomfortable and hurried feeling.

An element’s importance can also be created with the use of white space. Small groupings with equal white space will give the impression they all have equal value. Where as a large header with proportionately sized white space will signal that this is the most important element. Or if you have equal groupings and one has more space than the other will make it stand out from the rest, and give it higher value.

Looking at white space just as an area that can be filled in, that will detract from your advertisement’s effectiveness. Properly using white space can improve any design many times over, and appear more attractive than the ads that don’t use white space as well. In design white space is as important as the content itself, because it improves legibility, implies economic value, and can hints at importance.