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03.01.10 White Space in Your Design By Mark Rivera If you've had extensive design courses or are just a newbie designer, chances are you've dealt with, in some form or fashion, white space. Also known as negative space, it is the break in composition that can be found in photography, illustration and printed type. Negative space allows for places of rest for the eye as it moves about the composition. In this day and age, content is king and much like the newspaper industry “white space” is considered “wasted space”, and understandably so. Negative space is a sophisticated design element that can take years to master, and in the web and print industry, an often unaffordable luxury. Ironically, upscale brands tend to use plenty of negative space in their graphic design. It is a psychological marketing approach that says that if they can afford white space, they must be top shelf. The reality is that all of your clients probably won't be Chanel and Mercedez-Benz. And that's OK. Go beyond Search at Search Engine Strategies New York - Register Today This isn't always the case, of course. Sometimes you may simply want to employ this particular design element for aestheticism. It is also of import that improper use can result in it actually becoming wasted space. Don't feel heartbroken if the client requests to fill spots in. They're paying for the real estate, after all, and if a stone fountain is required in a half-bath, you can find a way to make it work. This also doesn't mean you have to abandon negative space altogether either. You can still use implied lines, spaces in between content to allow a breath and flow of elements throughout the composition. Judiciously use this element based upon what kind of client, or industry for that matter, you're dealing with. About the Author: Mark is an animator and ad designer for WebProNews. He has a passion for illustration and 3D art.

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