What is whitespace? Whitespace is any space on a layout that is not actively being used. This can apply to something with a black background, colors or a literal white page. Don’t be confused into thinking that it has anything to do with the color "WHITE". It doesn’t it’s simply negative space that designers use to allow elements on a page to "breathe".

When explaining a "light" design to a client, one of the biggest obstacles to overcome is the natural tendency to be wary of whitespace. Instead of looking at the space as a potential area to stick something else, we must look at it as a service to the reader. Whitespace provides an outlet for the eye to rest while perusing an article.

In today’s society the constant bombardment of advertising, media and colors in general can be overwhelming. To offset this, designers build in “breathing room” in their layouts. The end result is a better experience for the reader both consciously and subconsciously. We must realize the value of this element and not see it as a waste of room.

Throughout a magazine or other piece of art, it’s important that there is a significant amount of “whitespace” (or empty space). Wiithout it, the reader is overwhelmed with the information being absorbed and can often skip an article or feature because it seems to hard to digest.

While keeping the principles of whitespace in mind one of the easiest fixes we can accomplish is to add extra space to the outside edges of our design and typeset, as well as ample portions of the text that are heavily leaded to allow the readers eyes a “break” from the main text. The more whitespace that appears on the page, the more likely a reader is to feel they can “overcome” the reading material.
 

I heard it said once that the most elegant designs are the ones with the most whitespace. I love that. The more chaotic your layout is, the cheaper your product or message appears. Simple and clean? Then it’s truly worth something!

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Just to make sure everyone is up to speed, adding a "bleed" to a page means the ink will run off the edge of the page. This normally means you include anywhere from an 1/8" to 1/4" larger than the actual page. Now, unfortunately this means for most printers that your work will be trimmed down to the crop marks.

Now, let’s suppose you are on a tight budget. How can you achieve a "bleed" feel without a bleed budget?

Before and After had a great alternative. Pull your background in to create a nice white margin. Once this is done, you can arrange one of your elements to expand beyond the image, this not only creates a classic feel to your piece, but also gives you a nice "popping" element.

Try this out on your next budget piece! I think you’ll be pleased with the results.

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By keeping a few simple ideas in mind as you look through possible logos you will be able to find the “perfect” fit for beginning the branding process. Remember that the logo you choose will be around for a while. Once an identity has been established it should ONLY be updated or refreshed every 5 years or so. This ensures that the public will be familiar with your business and easily recognize it. If a brand is updated too frequently, the result is confusing to your clients. In my next post I’ll talk about the things you should evaluate when creating a logo.

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