Emptiness may be more valuable than you previously thought
White space helps to ease the process of analysing graphics or content. The human eye is more receptive to an organised layout than one full of visual disturbances.
When there's too much going on in a design, readers disengage - an example of this is that visual clutter has been linked to high bounce rates (source).
A designer knows they have achieved perfection not when there is nothing left to add, but when there is nothing left to take away
Strangely enough, the absence of content is what draws the eye towards content. Large spaces between graphic elements, also called macro white spaces, help greatly in guiding readers through a layout and clarifying focal points.
White space undoubtedly enhances the aesthetic appeal of a layout. Healthy use of white space is one of the easiest ways to achieve a ‘sophisticated’ look, think Apple or Aesop. It’s as great for branding as it is for your audience.
As well as visual aesthetics, the correct use of white space has been proven to enhance readability and legibility (source). This is a particularly important finding for long-form content where the risk of reader disengagement runs high.
We are bombarded with messages on a daily basis and have little patience for visual clutter. White space allows a reader to breathe, is non-intrusive and generally makes it easier to absorb information, so it should be considered as an important design element in the context of B2B content marketing.
