Believe it or not, leaving empty space in your design is as important as text, images or you actual logo design to your website design or business card. This lack of content, known as negative or white space, can serve both function and format purposes. Thoughtful use of white space helps your logo, business cards and website look more professional and polished.
What is negative space?
You’re probably already familiar with white space, which doesn’t actually have to be white like the name suggests. And it frequently isn’t when it comes to Web design. Think of an optical illusion where the colored or black portion suggests a different image than the blank space around the object. This use of white space obviously has a purpose, and while your logo or website design won’t necessarily be an optical design, you can see how this becomes a useful element and not just an “empty” space.
Negative space also helps to define elements. When it comes to website design, negative space might help to frame blog posts or separate the header, footer, sidebar and main section. This is especially important for websites with large amounts of text because negative space helps reduce strain on the reader’s eye. White space between quotes and images and around text headings is also necessary to break up large chunks or text and add non-text elements without decreasing visibility.
However, even small white space counts as useful negative space. For example, the same between your letters and lines (line height) can help or impede your design. In smaller designs, including logos and business cards, improperly-spaced words don’t look like themselves. Imagine an instance where the lowercase letter “r” displayed twice. Without the proper white space, those letters squish together and look like an “m.”
For another example, think about Design Spinners. Their business card might use the catchphrase “logo design Los Angeles.” But if there isn’t enough white space, “Los” might look like “BS,” and nobody wants that! Obviously, logo negative space is important.
White Space in Dark Places
As we mentioned, negative/white space doesn’t have to be white; although, it is more often than not. If you’re working with a Web design or even a business card with a dark background, you’ll have to treat negative space a little differently. In general, increase negative space as much as possible to create a more comfortable environment for your reader. This includes:
- Font site
- Space between letters and words
- Line height
- Padding around images, links, quotes
- Padding around blocks of text
If you’ve never given it a second though or you’re accustomed to looking at your own site, you might not realize how shocking it can be to the visitor’s eyes to go from a white Web to your site or blog. Working with font colors that have less contrast than white on black also helps to increase readability.
White space in logo design helps your logo feel clean and free of clutter, which is important if you plan to use it in a variety of sizes.
Design Spinners is a logo design Los Angeles businesses frequently use to create professional logos.