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“Wasted” Space

Less Is More

“Fill in that wasted space!” bellowed the sales chief. “Make the logo bigger!” exclaimed the finance manager. Seeing “wasted” space on their very expensive print ads would make some of these managers feel that they weren’t getting their money’s worth. Unless they filled their ads with as much information as possible, they felt these ads would be ineffective. The reality is that white space is an integral part of communication and sophisticated visual design.

White Space is Essential

White space attracts readers by making the content on a page easy to consume and accessible. Sophisticated design requires removing unnecessary details (abstraction) and combining it with dynamic white space. The aim is to create balance that provides organization, clarity and meaning to the message you are trying to convey. This dynamic white space is also called negative space, and it is necessary to communicate a clear, concise message to your audience.

Comfy Reading

It is important to attract readers by making the page comfortable and legible to read. Intentionally using negative space to establish contrast attracts the eye toward an object and may simplify and amplify the message. Too little white space can make pages look crowded and busy, this may lead to a visually noisy or scattered design. This noise clutters the message and makes it more difficult to get the message across.

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