White space: feel the love

White space. Let us just say it again and revel in its beauty. White space. Look at it. Take it in. Love it. Let it speak to you. Use it.

White space can be frightening for both designers and clients. We are here to to tell you, and any of you we may do work for, to stop the cycle of fear. It doesn’t need to be  frightening. White space (really all negative space – it doesn’t have to be white) can speak volumes through its elegance and simplicity. In fact, sometimes you don’t just want to use it, you want to create it. You can use it to speak with precision and accuracy because you are not saying too much.

The best way to overcome your fear and use white space wisely is to understand how it works for you. And always remember, it does work for you.White space creates emphasis. When you surround elegant type or a surprising image by negative space, people have to pay attention to it. When you place a crisp white page in the middle of a dark brochure, it calls out for you to look at it. So don’t be afraid of using it to drive home your core message.

White space also creates simplicity (rest and peace for the eyes) and organization. Think of all of the visual stimuli that we are all confronted with every day. The TV is yelling, irritating flashing online ads are yelling, billboards are yelling, and so on all day long. If your advertising or branding materials can cut through that noise and offer the consumer a sense of peace, then you have become memorable. You have beat the clutter with simplicity and focus. So, see, there’s nothing to be afraid of.