Written by Kathryn Holeton, Brand Designer for Musicians and Writers
Kathryn Holeton is a multi-talented creative with a knack for poetry and lyrics. She is a Brand Designer for Creatives, has collaborated on several musical projects, and is the author of "You're a Deity: An Inspirational Poetry Collection."
The terrifying white, negative space. For designers, it’s the equivalent of a blank page for writers. When you’re first starting out in the design field, it’s hard to figure out how to use white space. There are also all the design rules and principles that come into play, like K.I.S.S and don’t design clutter.
I know when I first started as a designer, I struggled with getting the white space to look right. I used too many colors, busy pictures, and my layouts never really made sense. I had to redesign my website at least 10 times before it finally clicked on how I should have used white space.
I also found that my design style was geared toward how much space I was using, instead of the elements. In my opinion, white space should be the first principle you use when designing websites, documents, social media posts, etc. because it’s faster work wise.
Design is just spatial manipulation
“The term white space signifies the white, empty space between design elements in layouts and page illustrations and the distance between single readable letters and characters.”– Linearity
White space is also known as “Negative Space.” Despite what you might infer from the term “white space,” white space doesn’t have to be white; it can be any color you like. I refer to it as the layout of a project or a page. When you’re working on a design project, the white space should be one of the top things you should consider.
When I start on a project, I first think of the order a viewer will perceive information, then I think of how I can show that information without taking up too much space. No one likes seeing cluttered designs. Even if a client or a design asks for a lot of detail, you should focus on making sure your audience’s eye can follow what you want them to see and know.
There are 4 types of white space
Macro whitespace, or the margins on your website, around your logo and icons, and around CTA (call to action) buttons.
Micro whitespace, or the space between letters, paragraphs, and text lines.
Active whitespace, or how the content of a website and printed items leads toward a CTA.
Passive whitespace, or the distance between the text and graphics. – Linearity
It doesn’t really matter how you use white space only that your designs are easy to follow and detailed enough to keep the attention of your audience.
Rules for spatial manipulation
White space is just one part of 8 principles in design. In my opinion, it should be the first thing on your to do list when designing anything. The other principles you should consider are:
Alignment. The practice of keeping your designs orderly.
Hierarchy. How information is organized and presented in a design.
Contrast. Make your design elements pop on the page.
Repetition. Reusing certain design elements to support brand aesthetic, or a message.
Proximity. Arranging elements in a way that doesn’t clutter a design.
Balance. Keeping all your design elements from overwhelming the viewer.
Color. Ties into the emotional aspect of design but use it in a way that doesn’t detract from your message. – Adobe
When you’re designing a website, resume, or electronic press kit, these principles should always be in your mind. One way to remember all of this is to put yourself in the shoes of your audience. How would you want to perceive the information, what would catch your eye, what would stop you from reading or looking at a design?
Putting yourself in the shoes of your audience, in my opinion, is the easiest and simplest way to keep your designs from driving people away and to keep them hooked.
My tips for designing faster
Designing with white space as your base helps your designs come together faster. By focusing on the overall layout instead of the small details, you can design an infographic, landing page, memo, or whatever you need to in almost half the time.
Below are some tips that I recommend you integrate into your design process if you haven’t already, because in this age of social media and content consumption, good old quality speed is key.
Text comes first. What I mean is that all required text, copy, should always be in your hand before you start your project. This will also cut down on your time because it automatically gives you direction for your designs.
Use references. This may seem like a no brainer, but a lot of people are against using a reference because they think it’s plagiarism. It’s not. Using a reference for what you’re designing is just like using a reference for creating music or writing poetry.
It’s easier to create when you have a visual depiction of what you’re creating. Just make sure that your designs, like with your writings, aren’t too close to your reference, because then that’s plagiarism. And when you need to make something fast, it’s better to start with a base than to start on a blank page.
K.I.S.S (Keep it simple, stupid). This is self-explanatory but keep your designs simple because you don’t want to overwhelm your audience with gaudy patterns or too much color. Keep everything light and easy to follow, and you’ll keep your audience’s attention longer.
In closing
And that’s how you become a master of spatial manipulation in design work. It’s a lot of rules to keep in mind, but these rules will help your designs reach your audience in a non-confusing way. And, once you master designing around white space, you won’t have to constantly redo your designs, like your website or documents. Which will save you time and headaches.
Mastering white space usage will also help you in setting up processes for your work. For example, you can make templates for contracts, proposals, onboarding and offboarding papers, and much more. I hope this makes you feel powerful when designing, because you will become a master of an awesome superpower.
Thanks for reading and happy creating!
Read more from Kathryn Holeton
Kathryn Holeton, Brand Designer for Musicians and Writers
My name is Kathryn Holeton. I am a Brand Designer for musicians and writers based in Knoxville, Tennessee. I was a musician and writer for many years but found I had a knack for brand design when I was finishing up my Bachelor's in Professional and Technical Communication.
After I graduated, I worked in several industries, most notably music, poetry, and publishing, which you can read about in "My Creations."
One thing I found consistently lacking was the conversation of having a brand. No one was actively discussing this important step in the creative industries, and it annoyed me.
My mission is to help musicians and writers create a brand that supports their creative practice. Because you deserve to be successful, you deserve to grow. Your work deserves to be heard and seen.
