The Importance Of White Space And How You Can Use It To Enhance Your Brand

When it comes to design, whether it’s for web or print, we believe the #1 rule is to utilize white space. It’s the most important, yet overlooked factor when it comes to good design. Design has the ability to make or break the actual message it’s trying to convey, so it’s crucial that you keep your viewer’s focus on what matters most, and only that. You definitely don’t want someone to not purchase your product or service because their attention was guided elsewhere. By simply utilizing white space, you can demand attention and ensure that your element of importance is visually irresistible.

We’re giving you the deets on what white space is, why you need it to enhance your design, and how you can use it.

Hello Brand Collective | The Importance Of White Space And How You Can Use It To Enhance Your Brand

What is it?

White space (noun) - the absence of content between elements within a design. Simply put, it’s just blank space.

Other “fancy words” used to describe white space: negative space, empty space.


Why is it important?

  • Creates attention to one area of importance

  • Creates a visual flow or direction

  • Creates balance between objects and/or content

  • Creates separation of elements and/or content

  • Increases attention to content which increases legibility and understanding of said content

  • Creates an environment of high interaction (less distraction means more action!)

  • Can create more visibility for your calls to action aka CTA (the more visible they are, the more likely they will be clicked)


How do I use it?

Don’t be afraid to use it. Most people see a blank canvas and want to fill it with as much content as possible, thinking that it all needs to be seen at once (big no-no). You’ll end up overwhelming your audience and they probably will skip right over it instead.

Make one element stand out. The best way to do this is to write down or plan out your elements and list them from highest to lowest of importance. From there, make sure to utilize white space around element #1 to create the attention is needs.

Play a game of survival. Look at each element and ask yourself, “Is this 100% necessary? Does it serve my viewer? Does it serve the message I am trying to send?” If you answered no to any of them then remove it, only the elements of importance will survive.

Tweak and repeat. Good use of white space takes time and rounds of trial and error. If something doesn’t look quite right then keep tweaking it until it’s perfect! More than half of your time will be spent trying to find the perfect balance.



“White space has to be white.”
This common misconception has most believing that white space needs to be white because of its name. Not true, “white” just refers to the blank area and can be filled using color or a simple texture.

“White space looks simpler so it takes less time and effort.”
On the contrary, implementing white space takes a bit longer to achieve. Our method is to utilize all of our client’s design specs and then go back in for a cleanup round. This is where we determine and question the importance of certain elements and tweak them or combine to allow for more white space to come through. It’s a tedious process because you need to make sure to keep everything balanced but it’s so rewarding when the final design is complete.

“White space can only be used by designers.”
False! White space can be used and created by anyone. No design degree required!



Less is more! The idea behind white space is to utilize only the essentials and remove any unnecessary components so you keep the focus on the important or actionable items.

Practice makes perfect! You won’t always be able to successfully implement white space on the first try. Don’t get discouraged, keep tweaking until it feels right.

Still stumped by white space? Ask us any questions you have below!


xox, katelyn & nicole

Meet the team →