The Importance of White Space in Design

August 29, 2013    Reading Time: 2 Minutes

White space is a common topic that comes up daily in our design work.

Someone will approach us for a job they need us to design (brochure, business card, flyer, etc.). We discuss their product or service, ask about their USP (Unique Selling Proposition), and talk about their current client base (among many other things).

We move forward and the person sends over their content document (images and text). The majority of the time there is a lot of content here, especially for the medium we’ll be designing for.

Depending on the marketing piece, audience, and message will determine the amount of content we will need. If we have 5,000 words and only a 6 x 4” postcard to design, the space for content is going to be limited and not very effective. On the other hand, if we’re creating a brochure or booklet, there will be a lot of room for content and imagery.

Instinctively we all want to list every neat feature that our product or service offers. The problem is that your audience doesn’t care. At least not yet. They want a quick snippet of why they should buy your product (through imagery and your message). Then they can decide to research it further or purchase now. With attention spans of the average housefly, you can expect your potential buyers to see your laundry list of features, decide it’s too much work to read, and move on.

You have got to design appropriately for your audience.

Are you offering 5 buck chuck swap meet glasses or are you offering the most trendy high-end glasses out there?

Design, along with your message will communicate this.

Take a look at the image in this post. Which advertisement communicates luxury, and which says luxury, but designs for anything but?

If you have a high quality product, it will speak for itself. You don’t have to scream (e.g., !!!!!) at your audience telling them why it’s the best. They’ll make that decision.

The Importance of White Space in Design

Last updated on June 04, 2020. Shawn is the President of Graticle, Inc.

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I really can’t fully express how great my experience was working with Shawn and Graticle. I work for a non-profit and our website had fallen into disrepair–we had even lost ownership of our domain name! But Shawn went above and beyond and walked me through the process of getting our domain name back, along with the complete design of the new site. I absolutely LOVED that he developed videos that walked us through the process of managing the website–from logging in, to editing photos, to changing content–he covered all the bases we needed to take care of our new site. This was particularly appreciated because, as a non-profit, we will likely be moving through web managers over the years and having these videos to pass on to each new manager will be an incredible relief, and will (hopefully) help us avoid the trap we fell into with our last site. He is the most responsible businessman I’ve ever worked with, he was extremely prompt in his replies to emails, and I never felt like he left us hanging or confused at any step along the way. I recommend his services with full marks! You won’t regret it!

Katrina

Friends of the Willamette Valley National Wildlife Refuge Complex

FriendsWVNWRC.org

Corvallis, Oregon

Graticle Design is a top notch company. Shawn’s designs are amazing – he has a rare talent and ability to capture the essence of the idea and transform it into a visual image. He’s also extremely efficient and great to work with. Excellent partner.

Karla Takasumi

Director of Marketing

Dexter Magnetic Technologies, Inc.

www.DexterMag.com

Portland, Oregon