The Importance of White Space in Good Design by Sally Tue 29 May
What you leave out is as important as what you put in. Less is indeed more sometimes…
It is tempting, when you’re paying for room to get your message across, to try and cram as much information as possible about the product or service that you love and believe in into your expensive little piece of space as possible.
Good visual communication is about gaining interest, and keeping it long enough to get information across in a way that is pleasurable for the punter.
It’s often about initially attracting the eye, and if it is visually engaging, the chances of the eye looking for more than a millisecond increase, and then the chances of the brain engaging go up and if the viewer is still interested at this point they will consider the content and will look for where to go for further, more detailed information.
But, first and foremost they need to look long enough to see what it is you have to say…. And they will not give you all day.
In a world where we are constantly visually and mentally bombarded with massive amounts of information a bit of space can be a momentary relief for the eye and a chance to catch your visual breath. White space can also be used to create pathways to lead the eye to the information you are wanting to emphasise.
So when your designer next suggests ‘less is more’, consider the possibility that perhaps they have your interests at heart, and their advice to streamlining is worth considering.
Consider what it is that is vital to be got across and what can be left to be filled in later.
Don’t treat your audience as if they are stupid. You don’t need to cross every single ‘t’ and dot every ‘i’. Leave room for the viewer to fill in a few gaps, make their own connections and interpret the message in a way that makes it relevant to them. If they can make it theirs in their mind they will want it!
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