White Space + Why It Matters

When it comes to marketing, clarity is essential. Are you clearly and concisely communicating your value, or do potential leads have to scour your collateral to find what they need?

This doesn’t just apply to the language you use to communicate your message, but also the design and layout of your materials – that’s where “white space” comes in.

White space – also known as “negative space” – refers to the empty areas around the content and functional elements in a design. Its purpose is to minimize the amount of “stuff” that viewers see at a given time so that they’re able to focus on what’s important.

Here are a few reasons why white space is vital to your marketing:

IMPROVES READABILITY + COMPREHENSION

No one wants to sift through a bunch of fluff in order to get the information they need. As the artist Hans Hofmann said, “the ability to simplify means to eliminate the unnecessary so that the necessary may speak.” Whether it’s leading between lines of copy or space between graphic elements, white space gives your content room to breathe, making it easier for your audience to absorb the information being presented. Without it, readers can quickly become overwhelmed and your message will get lost in the mix.

HELPS GIVE DIRECTION

Leaving empty space on a page can help create a visual hierarchy, guiding a reader from one element to another. It places an emphasis on valuable information, allowing the viewers’ focus to be directed to what matters most. Leverage empty space to tell a story and guide the reader’s eye to where you want it to go.

CREATES BALANCE

Balance between design elements is essential to any marketing piece. It creates stability and elevates the design of your marketing materials. When a design is visually balanced, it can keep viewers engaged for longer periods of time – increasing the likelihood that they absorb the information you’re looking to share.

ELEVATES YOUR BRAND

In addition to its more practical benefits, white space also helps elevate the overall look and feel of your brand. Because most luxury brands embrace the use of white space, our minds associate it with sophistication. Including white space is an easy way to take your brand to the next level without spending a dime, so why not take advantage of it?

Sometimes, less really is more – so resist the urge to completely fill the page with content and learn to embrace white space throughout your marketing materials!