The negative space concept in the world of design is usually neglected, however, this is an important principle in producing visually exciting as well as effective compositions. Negative
The negative space concept in the world of design is usually neglected, however, this is an important principle in producing visually exciting as well as effective compositions. Negative space or white space is the space between and around the subjects in an image. The empty space is what aids in defining and highlighting the key elements of a design. This blog will touch on the importance of negative space in the design context and how it may take into consideration the concept of less is usually more to create more effective visual communication.
The space that is not used in a design, which makes the eye of the observer to rest and enables to establish balance and harmony in the piece is called negative space. As much as the designer may be interested in the positive part which includes the images, the text and the graphics, negative space could be used to increase the overall effectiveness of a design.
As an example, one may refer to the well-known FedEx logo. It seems that it is a straightforward typeface, though, with closer look a viewer can see that there is an arrow in the negative space between letters E and x. This negative space technique is not only a nice way of providing depth to the logo, but also sends a message of speed and accuracy, which are some of the major values of the FedEx brand.
Enhancing readability is one of the major purposes of negative space. Text may also be cluttered when placed in an overcrowded space in graphic design. With the use of a lot of negative space between the text, designers are able to design a clean and clear layout that enables the reader to pay attention to what is being said by the author without being distracted. This is especially essential in web sites and advertisements where the aim is to pass across information in a fast and efficient manner.
Negative space assists in creation of balance in a design. With the proper negative space enclosing the positive elements, there is a greater attention on them making them more visible to the viewer. Such a balance is capable of producing a more aesthetically appealing composition which is simpler to consume by the audience. To illustrate, in poster design where one side of the poster is covered by an image with the other half having sufficient negative space, there can be a balance as it may appear as a deliberate and organized design.
The other positive feature of negative space is that it helps to lead the eye of the viewer with the help of a design. Through the use of negative space, the designers can come up with a visual route that guides the reader or the audience through each element. The method is frequently used in advertisements and infographics, and the direction of the information is extremely important. Whenever viewers find it easy to navigate through a design, they will be likely to take in the intended message.
Stimulates Emotions and Development of Mood.
Negative space may be also important in the emotionality and atmosphere. Minimalistic designs, which make use of negative space can give a sense of tranquility and luxury whereas cluttered designs can give a sense of disorder. As an illustration, the application of negative space in a calm landscape picture can help to increase the feeling of tranquility and the viewers are able to experience what is going on in the picture. This emotional bond can be a very influential branding and marketing tool that can be used in creating a brand image and connecting with the target market.
A good illustration of how negative space can be used to make memorable and memorable designs is the use of logos. Such brands as Apple, NBC, and the World Wildlife Fund (WWF) have all welcomed negative space in order to create logos that are not only a visual shock but also full of meaning. A good example is the WWF logo, which intelligently takes advantage of negative space to create a panda to highlight the fact that the organization deals with wildlife conservation.
Negative space can be an influential element in advertising in terms of attention and concise communication. Consider the case of a print advertisement of a high-end watch company. The placement of the watch in a low-key environment with a lot of negative space makes the entire attention centered on the product. Not only does this technique feature the watch but it also conveys exclusiveness and sophistication which is in line with the identity of the brand.
Negative spaces play a necessary role in web design in the development of user-friendly interfaces. A crowded webpage would overload the visitors causing frustration and high bounce rate. With the use of negative space, the designers will be able to produce a clear-cut and user-friendly layout that will improve user experience. As an example, Apple has utilized the negative space within its homepage so that the customer can easily navigate the site and concentrate on the items being displayed in the store.
Negative space in photography can be immensely effective in creating the composition of a photo. Photographers can focus the attention on the subject and make people feel something by leaving parts of the photograph empty on purpose. An illustration is in the usage of a photograph of a solitary tree amidst a large landscape, which can evoke an effect of loneliness and reflection, which brings out the beauty of simplicity.
To create a focus on negative space, the minimalist approach can be adopted to focus on it. Cut out all extra components that are irrelevant in the design and distracting to the main subject. The less the better and a minimalistic layout may result in an increased visual impression.
The negative space in your layout can be envisioned with the help of grids and guides used in the design process. The tools may help to establish a balance and proportion so that a composition could be made easily.
The negative space can be interesting in that you play with the scale of your design elements. Using different sizes of both pictures and text, it is possible to create dynamic compositions that attract the eye of the viewer and bring visual interest.
Sometimes perspective shift can result in more effective use of negative space. Be innovative and challenge yourself to adopt new angles, orientations, and compositions to find out new ways of using negative space to create design in your work.
After doing your design, you should step back and critically review the design. Identify places where the negative space might be improved. Also, whether or not the design is balanced and whether the negative space is effective in moving the viewer is also important to ask.
Negative space in design is also an important concept that ought to be understood and used in the development of effective and aesthetically pleasing compositions. Having the idea of less is more in mind, designers can make it easier to read, establish balance, lead the eyes of the viewers and provoke emotions. Negative space is important in the design of logos, advertisement, web and photography in terms of its overall design efficiency.
Whenever you are creating a design, do not forget to embrace the power of negative space. Through using it wisely, you are able to take your work to the next level and make designs that would be memorable and would leave a mark on your customers. Be simple, and make the negative space turn your creative process into a meaningful and visually striking one.
