Contemporary horror vacui

Horror vacui is an expression used in art when a surface is covered with elements without even an inch of empty area. But during our work we encountered many clients (and designers too) that are trying to implement that principle in their promo materials. Even though it can be good for low cost goods and services mailings, on today's cluttered market it mainly does not bring the wanted result. But, lets go one step at the time.

Whitespace or negative space

It is the space intentionally left between composition elements i.e. it does not contain any visual element.Whitespace has two main roles: 1. to enhance legibility – passive whitespace and 2. to guide someone throughout design – active whitespace.

macro whitespace

Whitespace and websites

Although often neglected, whitespace should be the starting point of every high-end website. So, unless you are trying to communicate low price as the only advantage of your product/service, cluttered websites want have a preffered impression. They don't have that important „vau“ effect needed for your brand to be remembered.

macro whitespaceExample 3. - macro whitespace

When it comes to websites, we have micro and macro whitespace. We are witnessing a growing number of simple websites that are impressing not by presented informations but the way informations are presented. Whitespace and simplicity definitely shuldn't be underestimated. They can do so much good for site legibility, user experience and, offcourse, better first impression.

micro whitespace Example 4.

Whitespace and brand positioning

Let us go back to the beginning of the story where we mentioned clients trying to overload a given format. In their heads, any unused whitespace is wasted space. But today, when more and more informations are available, and the market is cluttered with lots of same or alike products/services, you have only few seconds to reach you potential client. Beacuse of that, every design should be made the way that all of it's elements – color, composition and informations – are guiding a reader to the main message. The message that should be remembered.

primjer 1 Example 5.

primjer 2 Example 6.

Even though this examples are using the same picture and the same message, they are saying totally different things. While with example five you are selling a questionable quality porduct, with example six you are selling a feeling. So, to cut the long story short – if you have a high quality product or service, whitespace or negative space is a must have.

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Great article, thank you again for witrnig.

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About the author

Zvonka is managing director at 024 zona. Although design is her first love, all of her creativity is beamed on how to resolve the negative trend of increasing paperwork.

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