White space is an essential element of design. Just like color, typography and photography, the composition and use of white space reflects your brand. White space creates better legibility, usability, and a more professional appearance. Clutter strains the eye, hinders the user experience and undermines the primary message.

Use white space as a design element

White space is an integral part of a page’s layout and design and is more than just vast areas of emptiness. It’s the small amount of space between letters and lines of copy, It’s the proximity of a primary action to surrounding areas of important content. Visually, it’s the element that unites individual page elements in a cohesive fashion, delivering a product that has a sum greater than its parts.

Well-used white space and clean designs create professional looking pages and cast a positive impression of your brand. It should be as important an asset to a page design as a logo, a type face, or any other typical element found in a brand style guide.

Use white space to enhance legibility

Typography that is set in a manner that allows the reader to easily flow from one line to another creates less strain on the user’s eye and will increase the chance of communicating your message. Pay careful attention to the details of line height, letter spacing, padding and margins; this will decrease the frequency of errors and misunderstandings.

Use white space to improve usability

Well-used white space should suggest relationships between page elements and clearly define groups of content. This especially pertains to actionable items. Use spacing and proximity to create a clear direction for the user to follow with few distractions and less confusion; this allows more users to follow the path that they intended to. When users can follow their intended path, understand and find the information they seek, they have a positive user experience and the perception of your brand is enhanced.

Avoid cluttered pages

Crammed, cluttered pages create a poor visual product that is hard to read and hard to understand. They undermine the primary communication goals and lead to a poor user experience, fewer conversions, and a negative brand reflection.