Negative space is the space not occupied with text, images or other visual elements. It is commonly referred to as “white space”, but it doesn’t mean that negative spaces are all white in color. It refers to a space regardless if it is white or not.

Many clients consider white space as merely a waste of printing materials. They decide to have design elements in every corner of the page, thinking that white space is a waste of their money. We’ve all seen advertisements and websites like this. However, consider the way we interpret the visual stimulus. The human eye would prefer to look at things which are not crowded and heavy to the eyes. The use of white space allows for better understanding, clearer communication of ideas and effective graphic elements.

Here are some advantages to white space.

1. It allows you to be more creative with the space you have
2. White space attracts the human eye.
3. There is always a positive reaction to white space.
4. It is necessary to create balance.
5. It improves readability.
6. Creates sophisticated and elegant design.
7. Allows the viewer to focus on what is truly important.
8. It directs the viewer’s eye to what is really important.
9. Allows time to pause and reflect on the message they just received.

White space is as important as content. White spaces give organization and a hierarchy to the layouts. It gives viewers a chance to pause and reflect on your message. Keep in mind that “nothing says a lot.” It may be an empty area but properly used, it will never make your design look empty.