The Positive Effects of Negative Space

Get your idea noticed by using this clean design principle.

Advances in media have created the most ad-resistant breed of consumer to date. Recent studies have found that consumers are, on average, exposed to 3,000 commercial messages per day in one form or another, from the boring copy-laden radio commercials to the flashing skyscraper ads on my favorite websites, from the cluttered newspaper coupons to illegible billboards on the side of the bus and obscure logos on the door of a passing truck. At their best, marketing messages communicate one concise concept to the consumer in an enduring way. While this principle is easy in theory, it often proves difficult to implement.

Have you ever driven for hours listening to the radio, being bombarded continuously with commercials, only to notice a few brief seconds of dead air? In this same way, incorporating negative space, also referred to as blank or white space, into the design of your promotions, websites, videos, and print pieces can set your marketing apart from the masses.

Why does negative space work? It works because it:

Draws Attention:

In a content heavy environment, messages with ample negative space stand out. This effect becomes most apparent on complex websites and cluttered newspapers. If you saw a full page newspaper ad that consisted of only a small black URL surrounded by a sea of white, wouldn’t you become curious?

Focuses The Viewer:

A concise message paired with a clean design has been statistically proven to increase retention and brand recognition. Just like mom said, if you want to remember something, you need to remove the distractions.

Provides Organization:

Integrating negative space into your designs establishes a better hierarchy. The parts of a design are greater than the whole. When space is used properly to create a logical sense of hierarchy, viewers are able to visually break a layout into smaller, more consumable parts.

Adds Value:

By limiting the amount of content you use in a design, you make each piece of content more valuable. This concept is often used as a marketing strategy by high-end companies such as Adidas, Nike, and Apple to convey a sense of value to the consumer. A lack of negative space is why cluttered used car ads seem cheap.

How can I create negative space?

On Websites:

This may seem obvious, but links are the most effective and most often unused way of creating blank space. If a page has multiple pieces of extended content, condense this content into a short blurb and provide a link where visitors can read more. This will not only decrease load, keep content above the scroll, and prevent the viewer from being overwhelmed, but it will also allow the visitor to link directly to the full article.

Thumbs Up: nike.com

In Print:

Using blank space in print makes more of a statement than in any other form of media. Whether it’s a magazine article, an advertisement, or a direct mail piece, you pay for every square inch of space as well as the stock it is printed on. While it may not seem like you are getting your money’s worth, there is a direct correlation between the use of negative space and profit returns.

Thumbs Up: luxemagazine.com/digital-editions

On Videos:

Remove unnecessary items from your set that may be a distraction to viewers. Better yet, remove the set completely. By cutting the subject of your video out of its scene, you eliminate the need for a video frame. This then allows the video to interact with other elements of your design and can be extremely effective when used as part of web promotions or demonstrations.

Thumbs Up: theprofitvault.com/cb.php

Resisting the tendency to fill space can be a challenge for even the most seasoned designer. Examine each element of your design and ask, “What does this add to the message?” If you struggle to come up with an answer, pitch it!

– Increase your advertising ROI with negative space.

– Clean up your websites by consolidating information into links.

– Play with the use of blank space in your print media.

– Make sure your video set is free of clutter.

– Resist the urge to fill up space. Less can be more!