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23 1 / 2012
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09 1 / 2012
Who Said White Space Was Negative?
I always thought my high-school art teacher got it wrong when she called white space “Negative Space”. The right amount of white/negative space (in a painting, image, website, advertisement, etc.) can definitely be a positive thing! It’s a design element that I have always loved and one that I gravitate towards in my own work.
So why do I LOVE white space so much? Here are 3 reasons:
- It looks clean. Think of white space as breathing room. It allows both the art and/or text to each have their own areas. No one element is fighting or crying for attention, they are both are equally comfortable in their respective spaces. You create harmony and balance. When there’s a lot of white space, there’s no room for clutter.
- It grabs your attention. White space is really good at helping the reader see what it is that you’re trying to show. If your ad features a graphic that is surrounded by white space, that graphic is going to STAND OUT. White space gives the object complete focus and allows the reader to concentrate on what’s being shown.
- It’s Switzerland. White space is calming. There is nothing threatening about it. It’s not going to avert the eyes, distract or overwhelm. It attracts the reader to see the ad and it’s relaxing enough to get the reader to understand the message.
With all the benefits that white space can offer, don’t underestimate it.
I leave you with a great (and famous) ad that uses white space to its advantage. Enjoy!
(Volkswagen, Think Small, BBDO)
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17 9 / 2011
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