In the creative world, blank space actually holds a lot of weight. We designers love white space and love our clients who appreciate white space even more. The common phrase “less is more” is crucial when talking about white space – but the space’s importance is generally less known.

White space is not just a trend – minimalist designers have been playing with space since the early 20th century. Hongkiat’s article on the subject illustrates the thought process, “White space is simply…the absence of active design elements. Many people, when they hear the words “white space,” assume that white space has to literally be a) white, and b) a space. In fundamentalist terms, that’s true; however, most of the time you can take a more figurative interpretation and still create a “white space” in the form of a non-active area. For example, a blurred photo used as the background image on a website would, in this looser definition, be considered “white space,” even though it’s neither white nor space. However, it’s not an active part of the site’s functionality – it doesn’t demand anything of the user.” White space both gives text and graphics room to breathe in a design while also giving the viewers eyes a place to rest so they can focus on main elements.

When tackling a new branding project, considering white space – sometimes called negative space – is important, as the clever manipulation of space can push a design from good to great. Many are familiar with the FedEx logo’s “hidden arrow”, but check out Creative Bloq’s article for 30 more imaginative examples.

Of course, every designer has their own personal taste, style, and skill set. Incorporating white space into designs may seem too simplistic or may not seem to flex enough creative muscles. But first, consider how you enjoy receiving information. This article from Treehouse challenges, “a good approach to using whitespace is to think about what you would like to see in a page. For example, would you like to read something that is squeezed in the page or you rather read something that is well-spaced? Would you like to have several different kinds of information taking up the whole page or would you rather have something that is properly organised?” No matter the approach, a wise use of white space can help declutter and improve the experience for all involved.

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