Graphic Design: White space?

White SpaceBy: Brent Welborn, Art Director

All evidence to the contrary, “white space” isn’t just a term used to describe the Midwest’s winter weather. Rather, it is a strategic creative technique. Used properly, it can create or enhance eye-catching and visually effective design.

White space can be simply defined as the area around design elements. It is an integral part of the design even if it isn’t immediately obvious. It may appear to be “empty space,” but for both the artist and the reader, white space serves a function just as important as any other element on the page.

A primary objective of white space is to create a focal point. What do you want your reader to remember? An effective use of white space will focus the reader’s attention on the most important part of your message. Once the focal point is established, white space becomes a bridge that guides the eye from one design element to the next.

White space not only helps effectively convey the message, it also gives the reader’s eye a place to rest. Why is this valuable? Because a design with very little white space will turn a reader away – it presents more information than the reader can quickly and easily absorb. This, after all, is the fundamental goal of marketing design.

So don’t let your message get stranded in an information blizzard. Incorporate a little white space throughout your design. Your readers will recognize – and appreciate – the difference.





Penny Ohlmann Neimann

Penny Ohlmann Neimann

The Ohlmann Group has a rich history that began in Dayton, Ohio in 1949, where the agency was founded as Penny and Penny by Bob Penny and his wife Jean. In 1964, Walter Ohlmann joined the firm. Ralph Neiman came on in 1969 and the firm became Penny/Ohlmann/Neiman. In 2011, P/O/N was renamed The Ohlmann Group to better reflect the agency's ongoing evolution and collaborative nature.

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