White Space: Noun
Empty space, space around an object or form; also called negative space.
We have all heard “keep it simple” a million times. From parents, teachers, mentors and employers, the message has been clearly articulated. The first time I heard the phrase was when I was 14 from my favorite high school teacher, Arthur (Art) Counts, who told me to always make sure to “K.I.S.S.” (keep it simple stupid). To this day, I hear his words in my mind and follow his advice on every piece I design.
Graphic Design: Noun
The art or profession of visual communication that combines images, words, and ideas to convey information to an audience, especially to produce a specific effect.
Think about it, the primary purpose of graphic design is to visually communicate a message to your audience. If you include too many elements on a page, a visual hierarchy cannot be established, leaving your customer confused and frustrated because they cannot find the one piece of information they are looking for. A designer’s job is to make your customer’s decision easy — buy your product because you solve their problem. How will they know your product solves their problem if they can’t see your solution?
In short, white space is your friend. Great design is comprised of a visually stimulating mix of color, shape, typography and negative, or white, space. This gives the viewer a visual rest and helps to make the main message clear. Whitespace also gives a greater opportunity for communicating your brand clearly and concisely.