What is nothing?
The absence of content. White space is the term used in the communications industry for any space on a page, printed or electronic, that is not used for words or images. Originating from the printing process generally using white paper, White Space refers to any unmarked section of the page. This space can, in fact, be any colour, but is usually the colour of the page background.
Space is the negative that defines the positive; what is outside of each shape defines what is within. Confused? I’ll draw you a picture:
The hexagon on the left is defined by the difference between the black on the inside and the white on the outside, whereas the hexagon on the right is defined by the space in the centre of the black on the outside.
Where can I find nothing?
White space is everywhere. Even in places you may not expect. Of course it is in areas of a page left free of content, but it is also found in type, in margins, gutters, space between lines of type or lists, between words, letters and even inside typographic characters.
What’s the value of nothing?
Isn’t empty space a waste of money? There are some who, understandably, take the view that the more they can put on a page, the better value they get from the space they are buying; empty space is wasted space. That can be true, especially in the case of DM selling high volume, low end products. But even then legibility is necessary and in any communication it is important to make your message stand out, easy to understand and quick to take in. Here’s when doing nothing can help:
Seeing nothing
From an early age we recognise the edges of things. Think about a child’s drawing of a person – a line to define the edge comes before the crayon fills in the eyes, smile etc. The edge of any object is the contrast between the positive and the negative, were nothing stops and something starts. We recognise the shape of everything by looking at the space it sits in. Look at the natural world – it’s full of examples of camouflage, which uses shapes to blend in to the background by disguising contrast between the edge of its wearer, and the space around them. Some do this by blending in like the chameleon to the background while others wear stripes and patterns to confuse the eye. This is the antithesis of what most companies want from their communications, so good designers will build space into the page to give contrast to the message to make it stand out.
Busy doing nothing
Designers also use space to give a reader’s eye a place to ‘rest’. When we read we usually scan the page in a Z form*, initially picking out headlines and images of interest, rather than reading every word. What we see is actually constructed by our brains, which takes in information in chunks of meaning on average four times per second and organises and decodes it. The eye only picks up useful information for an estimated 1/20 of a second, for the rest of the time we are processing the information through the brain. Including areas of space in a design where the eye can ‘rest’, which assists the reader in easily absorbing the message. So less really can be more!
Nothing means something
White space can also give the reader information before any of the messages can be read and understood, it is often used by designers to position brands. Careful use of space, along with appropriate images and typography, can be used to make a brand look sophisticated. Space can also be used for the opposite effect – by minimising space, designers can achieve a down-market feel.
Nothing to do with words
Crucially, space on a page and within text can increase legibility, no matter what your message is. The most commonly recognised form of white space is the space between words, it’s even called a space. It’softenignoredbutyoureallymissitwhenit’snotthere! Kerning (the space between letters), leading (the space between lines of type) and even the space within the characters can also effect legibility.
Nothing better
White space is an important composition tool, used to define shapes, strengthen messages, increase legibility and to position brands. Badly implemented white space can make a page look unfinished but discerning use can add elegance and sophistication to any communication. You can give your marketing collateral an edge and increase the perceived value of your brand by keeping your message to the point, and allowing a breath of fresh air onto the design. So you can get something for nothing!
*Assuming, as I am writing in English, that the reader naturally reads in a Latin based language, from left to right.
Hi B, Good article.. “I love white space”
By the way…. thanks for the ‘dshy’ products, I am using them to good advantage… “Once I was lost and lonely – But now my life is rich and beautiful”