In a digital age, where the necessity to create content is our top priority, we are often tempted to use all the available information in implementing our creative solutions. Certainly what many omit lies precisely in the question of knowing how much of that content is the cognitive load of the final consumers and how much of it is actually consumed?
This question leads us to explore the range of every designer and to talk about the importance of white space and how often it is a compulsory element in our graphic compositions.
But what really is the white space? For many, known as a negative space, white space is the empty part of our designs that remains intact.
The use of this space finds a number of reasons for practicing it, starting from visual aesthetics to the dynamics of the user experience. Thus, the white space implies a point of equilibrium in the design that makes it easy to see, read and understand. It balances the elements of the design and for users it is an effective visual communication tool.
Imagine that you are an editor responsible for compiling hundreds of manuals for a company that produces electrical appliances. You would certainly want to find a superb balance of words and photos, assuming that few people read the manuals with pleasure. Hence, it is crucial to keep the attention of consumers. The white space in this case is the star of the show that provides an epilogue between words and photos. Instead of using the telephones for technical support in this case, they will understand the advice on the use of the products on their own.
The presence of small white spaces in the design of our content is surely a benefit for the visibility and the way they affect the consumption of content from end users.
The main task is how far we can go with the use and how to manipulate it on macro surfaces. Studies show that macro white spaces result in effective targeting of users’ attention to priority information and to the message that needs to be interpreted.
Do you think that unintentionally one of the biggest tech manufacturers Apple presents the devices on its website on a pure white background without the use of visual elements? On the contrary, Apple in this way points to the focus of the product subject to the consumers interest and keeping their attention to its features. If you look at the homepage of the search giant Google, the use of white space is more than obvious and clearly communicates the purpose of the page; the Search button.
In times of visual chaos, white space will always stimulate our view to effectively organizing the visual information needed for interpretation.
People are frustrated when they are given too much information. At the end of the day, we are people, not machines!
The biggest challenge in using white space is however the business investment of our customers and how they interpret it. Namely, often micro and macro white surfaces are perceived as a vastly unused space with the potential to display additional content. Greater use of white spaces means less use of content by design, which in the case of printing projects increases the cost.
It is a huge challenge for any designer to sensitize his clients about the value of using white space in terms of its practical use and the efficiency of establishing a balance of the content.
White space should not be perceived as an empty unused space. On the contrary, it is a powerful tool for design and an integral part of every art. Maintaining the optimal level of design pallets of colors is a science for creating a balance in the development of creative concepts. It is powerful enough to direct consumers to your message and provide survival.
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Till the next time, squareONE.