When I first started work, it was as an Account Executive with a design agency some 8 years back. The projects I contracted for were mainly direct mailers and my clients wanted them chock full of information, images and details – every millimeter had to be utilized. Then, six months into the job, I handled an advertisement layout project for a luxury clothing brand. Despite having seen such advertisements in magazines and newspapers, I was still speechless at the difference in layout – there was minimal text, and much white space. The advertisement was so effective at conveying the brand’s luxury, elegance and sophistication.
A good example is the Tiffany & Co. website.
Screenshot of T&C website
As defined on Book Rags - "White space, also referred to as negative space, is the portion of the page which has neither text nor graphics. It doesn’t necessarily have to be white in colour, just left unmarked.
That said, white space shouldn’t be merely considered blank space. As it helps to break up text and graphics, it provides visual breathing room for the viewer and makes a page less overwhelming.
For many publications such as newspapers, yellow pages advertising and some magazines, page space is at a premium and every little bit of it is required to detail vital information. To avoid confusing the viewer and easing the difficulty of reading, some designs compensate for this problem through the careful use of leading and typeface.
With judicious usage and a proper balance between ink and white space, designs actually benefit more from the presence of white space than if it were cramped with information and therefore, difficult to read".
In Keith Robertson's words, "In fact, white space can make or break the effective transmission of image and text".
References
Book Rags, White space (visual arts), viewed on 13 February 2011, <http://www.bookrags.com/wiki/White_space_(visual_arts)>
Robertson, K, 1993, On White Space: in Graphics Design, viewed 15 February 2011, <http://www.logoorange.com/white-space.php>
In Keith Robertson's words, "In fact, white space can make or break the effective transmission of image and text".
References
Book Rags, White space (visual arts), viewed on 13 February 2011, <http://www.bookrags.com/wiki/White_space_(visual_arts)>
Robertson, K, 1993, On White Space: in Graphics Design, viewed 15 February 2011, <http://www.logoorange.com/white-space.php>
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