White Space: Filling the Space with Purpose

By Tracey Ullom, Designer, CATATILLA Design LLC

When I present a piece of work to a client, the most common question I get is, “Can you put something here in this empty space?”. As an educated graphic designer and a lover of type and composition, my wish may be to just say no, but reality and my clients deserve a more complete answer.

What is ‘white space’?

Simply, it is the intentional empty space around images and text in a design composition.

What is the purpose of this open space?

When used correctly, white space has many purposes, such as creating emphasis, depth, and tension, but it also has a unique purpose, allowing space for the eye to rest. White space can also create a high-end feel, just as design critic Keith Robertson expressed when he said, “White space is extravagance. White space is the surface of the paper on which you are printing showing through and on which you are choosing NOT to print.”

Why does my marketing material need some?

Imagine your bedroom closet. What happens when your closet is completely filled with clothing from end-to-end? It is impossible to put items in, pull items out, to find things, or to keep things straight and organized. A graphic composition works in a similar way. When the page is over-full and nothing has room to breathe, it becomes increasing difficult for the viewer, your customer, to pull information out or to find what they’re looking for. If that difficulty makes their experience with your marketing material irritating, they may assume that working with your company will feel the same way.

What if I still want to fill that space with something?

Usually when a client feels this strongly about filling a space, it isn’t because they are opposed to some appropriate breathing room, but because they feel there is a message that isn’t being sufficiently conveyed. This is some of the most valuable feedback a designer can get from their client. The message is the most important thing and usually when this problem is isolated, it can be fixed with some purposeful white space to spare.