What is it?

Exploring the subtle art of 'nothingness'

Absence forms presence

White space, also referred to as negative space, is simply the empty space between objects in a design. Despite the term, white space does not need to be white, it just needs to be free of focal points like text or detailed imagery. One could describe it as ‘intentional nothingness’.

It’s an important factor of composition in graphic design and can help to improve reader experience by reducing cognitive load and increasing the visual appeal of a layout.

Design is as much an
act of spacing as
an act of marking

Ellen Lupton | Cooper-Hewitt, National Design Museum, NYC

Game of space

Designers and clients are scarcely in agreement about the topic. Design theory promotes the use of white space for elegance and ensuring a quality reader experience. On the other hand, many customers and managers consider white space to be 'wasted space' and would rather it be populated with extra information or superfluous visual elements. This conflict has always existed in print design and traditional advertising where space comes at a premium. Luckily for modern marketers, digital ‘real-estate’ is free.

Balancing act

Finding the correct balance takes some practice. Using too little white space often results in clutter. Using too much can look sparse or 'unfinished'.

I’d like the white space more, if there was more stuff in it

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