The Positive Side of Negative Space

White space, often known as negative space might just be what your design needs. Many designers in Chicago have noticed that clients and even other designers seem to believe that they need to cover every inch of their design with text and images.  When creating a logo, advertisement, illustration, etc. take a step back and look at it from a different perspective.  Adding white space might just be the element you need to make a good design, great.

Marketing companies understand that you and your company want to stand out from the thousands of other advertisements an average person sees everyday. Overpowering a design with images and text will not grab their attention, it might have the opposite effect and actually, it can make them shy away or dislike the design or ad.  

At first glance, the lack of white space creates a cluttered and distracted look. When a viewer first sees your design, you don’t want to turn them off.  First impressions are key.  Overpowered, busy designs may be perceived as difficult to read or even too difficult to understand.  People don’t want to have to try and understand your design.  They want to understand what the ad or design is trying to convey almost immediately.  Strive to create a design that can be understood at first glance.  Utilize the white space in your design.  The more white space you have in your design, the more opportunities it gives you to create a heading and feature the text making the design legible and easily understood by viewers.

If there is one thing designers in Chicago know, it is attention to detail. As graphic designers, we understand that you want to create a powerful design concept with a big message and statement. Often times the lack of white space is caused by too much content for the given space.  Do not try and overpower your viewer with too much information, stick to what is essential.  The point of marketing and creating designs is to attract customers and make them want to learn more about who your company is and what you have to offer.   

Remember, there is a positive side of negative space.  Looking for more tips on utilizing white space?  Leave a comment below or contact us.