White space is a valuable design tool. Often overlooked and underutilised, white space (or negative space) is repeatedly seen as ‘empty space’ and therefore a waste of potential. 

However, this couldn’t be further from the truth, white space is an essential element of design, and if used well, it can take your collateral to the next level. 

So, what is it?

White space is the area around and between individual design elements, such as the space between typography and images. 

Despite its name, white space doesn’t necessarily need to be white. It can be any colour, texture, pattern, or even a background image. 

Often, white space can cause conflict between clients and designers. Design theory suggests that white space creates balance and ensures a quality user experience. However, many clients feel it is wasted space, that could be used to house more information. 

Design team review design of a new brand

Spacing is carefully considered and allows images and typography to stand out

Why is it important?

People don’t like it when they’re bombarded with information, white space calms the frustration we feel when we see something that’s too content-heavy or ‘busy’.  

It is important that layouts are easy on the eye to encourage people to keep reading and looking. White space allows words and pictures to ‘breathe’, helping to draw the eye to appropriate content. 

The advantages of using white space

Improved Comprehension

White space between paragraphs and around blocks of text and images helps people understand what they’re reading, enables them to see where they’re going and be given a reason to keep reading – creating a better user experience. 

Increased Interaction

Visitors are always in a hurry, attention spans are getting shorter, and demands on time are higher. Having the right amount of white space increases interaction by preventing distractions that slow people down  

Highlighted Calls to Action

White space helps to make things stand out, including a call to action. It is an effective way of projecting an image or piece of text without having to increase its size. 

Creating Balance

Too little white space can lead to confusion, disorganisation and unreliability – qualities you don’t want to be associated with your brand. However, too much white space could highlight a lack of content and a lack of user guidance. The key is to balance your design and let white space act as a great tool to segment chunks of content for easy accessibility and improved user experience. 

White space in design

White space allows designs to breathe and creates a better user experience.


White space doesn’t equal empty space, it is a powerful design tool, it creates harmony and balance, and helps us to build simple, uncluttered designs that engage audiences. 

At Purpose Media, our whole team understand the importance of good design. We don’t use off-the-shelf templates or shortcuts, we use our creativity to capture what makes your business unique, so it attracts your ideal customers.  

The creativity to bring ideas to life. The technology to make them deliver. Get in touch with the team to talk about your project. 

Let's get started.

Posted by Katrina Starkie