For me, the proper use of white space in media is like a carb in Sandton: so incredibly rare that when you do encounter it, your mouth drops open in shock.
This is because many clients (and sometimes their creatives) see white space as wasted space. A mis-use of valuable real estate. An opportunity to pack the gaps with as much messaging as can be roughly shoehorned into those gaping inches.
And so, against the backdrop of that noisy milieu, white space really stands out.
Take a look at these unusual and beautiful sites: http://robertbruce.com/random/, http://hundred10.com, http://www.rekn.it http://weareanonymous.fr, and http://www.beoplay.com/products/beoplaya9. That’s white space, used properly.
And what does it achieve? Among other things, it provides visual breathing room. It enables readability and digestibility, scannability, brand positioning for sophistication and elegance, and content prioritisation. It shows restraint. Control. Balance.
It proves to the viewer that the messaging is strong enough to stand alone. That it’s confident. Harmonious. Unafraid. And those things are good for a brand. Any brand.
So, if you’re a media client (or a creative), take this rave onboard. Resist the temptation to eliminate ‘negative’ space; instead, embrace the use of openness. Between words. Between sentences. Between paragraphs. And in general.
P.S ‘White space’ is just a concept. The space in question is sometimes not white.
*This post originally appeared in The Media magazine.