What is white space?
White space is a term designers use to describe the clean areas of a page; the places where there are no pictures, graphics or words.

When you look at a page, whether it's in a magazine, brochure, ad, annual report, website or poster, it's the clean areas that are the crucial – because they're empty, they lead your eye to the areas that aren't: the pictures, the graphics, the words, the message.

When you set out to create a piece of communication, the first question has to be: what result do I want to achieve?

This may seem obvious, but the evidence of what happens when that question is not asked (or answered) is all around us; all those ads, posters and brochures that look great but where you'd be pushed to recall the product or message.

white space

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