govorimo i hrvatski

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.

Comments

celebrex @ 18. 05. 2012 14:05

1, strattera drug, cialis.com, strattera withdrawl, celebrex, cipro sepsis,

viagra_oral @ 18. 05. 2012 12:05

Hello! viagra oral , viagra online , overnight cialis online , overnight viagra , overnight cialis ,

cialis_cost @ 18. 05. 2012 11:05

Hello! cialis cost ,

cialis_cost @ 18. 05. 2012 11:05

Hello! cialis cost ,

no fax pay day loans @ 18. 05. 2012 01:05

tbgxzai no fax pay day loans sxTTh instant Payday Loans 2885 no fax payday loans OGlki payday loan >:-[ payday loans 9524

wiaufur @ 17. 05. 2012 16:05

PsEiQL zlbucbdpmfdd, [url=http://yvlihaunyljp.com/]yvlihaunyljp[/url], [link=http://ydvjzyemceie.com/]ydvjzyemceie[/link], http://yeyywfcwjszv.com/

discount_cialis @ 17. 05. 2012 15:05

Hello! discount cialis , cialis , generic viagra pills , generic overnight viagra , cialis fast shipping ,

side @ 17. 05. 2012 14:05

Hello! buy viagra side effects , cialis online , buy cialis cost , cialis online ,

buy_cialis @ 17. 05. 2012 09:05

Hello! buy cialis , buy viagra , cialis professional , viagra without prescription ,

payday loans @ 16. 05. 2012 19:05

oytvkd payday loans zxnpk payday loans 3022 payday loans 8]]]

buy cheap cialis @ 16. 05. 2012 19:05

sehjqq buy cheap cialis >:]] cheap viagra EbUgev viagra 7718 viagra buy online Zgyhq buy cheap cialis heniVC

viagra @ 16. 05. 2012 12:05

Hello! generic viagra , cialis cost , generic cialis samples , generic viagra ,

viagra_cost @ 16. 05. 2012 11:05

Hello! viagra cost , generic cialis cost , cialis , generic viagra samples ,

authentic jordans for sale @ 16. 05. 2012 04:05

authentic jordan shoes cheap

AIR JORDAN 2010 basketball shoes to authentic jordans for saleJORDAN to pitch ourjordan 6 rings for sale city ability, he canair jordan 2011 review see through opponent'sair jordan 2011 a flight every move, but onlyjordan pro strong shoes to see their opponents jordan pro strong blacksee hope the other jordan sky high retro lowpart of the action. jordan sky high retro low black"Statins g hart's Philip Air Jordan Outlet Online Storesaid," he can predict Cheap Jordan Shoes Outletthe opponent instinctivelyjordan retro 4 for sale to action, and air jordan 4 retroalso good at next concealjordan retro 4 on sale his intention, the retro jordan 12 for saleonly is he become onejordan retro 12 for sale of history's most jordan 11 for salegood basketball player partcheap jordans 11 of the factors.

short term loan @ 15. 05. 2012 18:05

eaduxq short term loan xFVYhN payday advance 5030 payday loans CXwlA

totsciemo @ 15. 05. 2012 15:05

cheap nolvadex - generic nolvadex , http://buynolvadexhereonline.com/#2705 buy generic nolvadex

viagra @ 15. 05. 2012 12:05

Hello! viagra , generic cialis , generic viagra , generic viagra without prescription , cialis ,

viagra @ 15. 05. 2012 12:05

Hello! cheap viagra price , cheap cialis price , viagra price , price of cialis ,

of @ 15. 05. 2012 11:05

Hello! price of viagra , cialis , price of viagra , price of cialis ,

lipitor @ 14. 05. 2012 19:05

ofrhaeet lipitor 0050 aquista zithromax npjzC xenical barato lUKsmV zyban =-] viagra 7506

pay day loans @ 14. 05. 2012 17:05

jrdrde pay day loans dCItcV payday advance >:-OOO cash advances 5794

buy_viagra @ 14. 05. 2012 11:05

Hello! buy buy viagra , generic cialis , viagra professional online , cialis professional ,

viagra_professional @ 14. 05. 2012 11:05

Hello! viagra professional online , cialis side effects , viagra professional , viagra online ,

viagra @ 13. 05. 2012 17:05

sbjvma http://laupno.com/ fwcmlrb [url=http://ylrfdn.com/]fwcmlrb[/url]

Zvonka @ 20. 10. 2011 12:10

Wi'll try to keep it up ;)

Marilee @ 19. 10. 2011 21:10

Great article, thank you again for witrnig.

Post your comment

E-mails are used only for the purposes of commentary and are not visible to anybody.



3 + 4 =

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.

More about the author

Latest work

Wooden sculpture - most trash wedding video award

Package

Tureta travel

Web

Tureta travel

Branding

Hidrokolon.hr

Web

Presenta Nova

Branding

Kućanica

Web

Tko, što, kako?

Contact: call us +385 1 3861 365, send us mail 024_at_024zona.hr or just come to visit us