Something from nothing - use of white space in layouts

Home Office Computing, Feb, 1995 by Chris Flentye

When you're looking for an innovative design solution and you think you've tried everything, try nothing instead. White space, the great invisible design ingredient, is a tool that can command attention for your layouts.

What is white space? No, it's not that area on the curb that indicates a no-parking zone. Rather, it's a design term describing the area on a page that is void of any type, illustrations, or photos. There's a method to this madness, of course: White space makes other elements on a page stand out.

Consider this page, for example. Look at the top and along the left side. There's nothing there. Notice how a liberal use of white space in these areas brings more attention to the headline and the graphic. That's the principle behind the void.

Some people think it's is a waste of space and money if you don't fill up a page with type or graphics. Your clients may say, "We're paying for the space--use every inch of it." A cluttered layout, however, doesn't command much attention. Think of it as trying to find a needle in a haystack--fill your page with graphic noise and the important message you're trying to communicate gets lost.

Balancing Act Like anything else, white space has to be used properly to be effective. One thing you must realize is that the white space in your page layouts has to be just as balanced as the photos or type in your documents.

But white space isn't just useful for keeping a page looking clean. It can be an effective, eye-catching graphic in itself--as long as it is used effectively. It's also a lot cheaper than using photos. Sometimes making space the dominate element in your designs can be effective. But more often, leaving too much room will make your designs fall flat. There is no mathematical equation for determining the correct amount of white space to be used, but in general, it should draw attention to your message--not the space itself.

Newsletters--especially those not designed by desktop publishing professionals--are often crammed full of type that can be better sized and positioned for a smarter look. If a story runs short and doesn't fill the column, you don't have to stick something in the unused space. Reposition all the elements and let the empty areas add some "air" to your design. If you really want to look smart, try leaving an inch or two of space at the top of interior pages: It makes your pages look far less congested.

Ads Are Everything Let's face it: There's no purpose to an ad unless it draws people in. Imagine designing an ad for a "busy" publication, one that is text and graphics heavy--a newspaper, for instance. White space can make your design stand out from all the others, and even draw a reader's attention away from the newspaper text. In a full-page magazine ad, leaving some areas unfilled can give your message a touch of class.

Compare the images accompanying this article. Though the image on the left is adequate, there's nothing special about it. By tightening up the layout a bit and making the type smaller, the design is not only more engaging, but the message stands out more. Consequently, the ad itself attracts more attention.

The same principles apply to other types of layouts. For instance, brochures splattered with type and photos are hard to read. If you want to draw attention to a photo, let it stand alone without being encumbered by lots of surrounding type or other images.

Remember, you're trying to communicate, and the best way is usually the simplest. Focus on your message, and let that be the guidepost for the rest of your design.

White space in your designs may seem like, well, nothing, but it will make your work stand out.

Author of Plug and Play Mosaic (Sams Publishing), HOME OFFICE COMPUTING contributing editor ANGELA GUNN critiques quality by peering into monitors while trolling the Net.