One of the most typical pieces of feedback we hear is, “Can you move everything closer?” or “There’s too much blank space.” So, let’s dive into why we deliberately leave room, and why it matters to your users as much as it does to your designers.
What is ‘white space’?
In design, there’s a common phrase: “less is more.” It’s perfectly captured in the concept of white space; the intentional blank areas that may seem like nothing, but play a vital role in making your content more impactful.
One of the most typical pieces of feedback we hear is, “Can you move everything closer?” or “There’s too much blank space.” So, let’s dive into why we deliberately leave room, and why it matters to your users as much as it does to your designers.
How is it visually represented?
Typically, white-space comes in two main forms.
- Macro: Larger gaps between major sections, like margins or gutters.
- Micro: Smaller spacing between lines of text, buttons, menu items or form fields. In web design, it is also known as padding or spacing.
Photo: Nikki Beach
Let your content breathe
White space helps create visual hierarchy and makes your content easier to read. Content that’s given room to breathe isn’t fighting for attention or competing with surrounding elements or unrelated messaging. If your homepage covers your services, why you’re different, testimonials and how to get in touch, you wouldn’t throw all that into one block.
Think of it like public speaking. If you were pitching your company, you wouldn’t cram your story, service list and future plans into a single breath. You’d pause, let people catch up, and give each point the focus it deserves. If you’re, like us, a fan of TED Talks, you’ll notice a pattern observed in a lot of successful public speakers: they intentionally take pauses between key information to allow the audience to take in what they’re saying. White space is the visual version of that pause.
A premium aesthetic
Have you ever noticed how brands like Apple use simplicity and space to their advantage? While that clean, spacious design looks incredibly well-made, its primary purpose is to signal confidence, clarity, and quality.
For example, while scrolling through the features of the latest iPhone, their site breaks the content into distinct sections, letting each feature shine. You’re not overwhelmed, but guided. And that’s the power of white space and exactly why premium brands lean into it.
Scientific studies in visual perception and consumer psychology back this up: generous spacing creates a sense of intention and refinement. In the digital landscape, where first impressions happen in seconds, this perception of quality can be the difference between a conversion and a bounce.
Your logo is just one component of your identity. But the real power lies in the full experience: the content, layout, and how it all comes together. That’s what speaks much louder than logo prominence.
“Can you make the logo bigger?” Every designer has heard it. And we get it; your brand matters. But when a logo is too big, it skews the balance. It can crowd the page, overshadow your messaging and push important content out of view. For digital designs, especially on mobile devices, where space is limited, oversized logos can significantly disrupt the user experience. A logo that eats up 20% of the screen isn’t helping your brand; it’s hiding what your users are trying to find and will lead to frustration.
Photo below: Chelmsford City Racecourse
Lessons from wildlife photography
The principles of white space extend far beyond the realm of physical design. It’s rooted in how we naturally interpret visuals. Photography provides a perfect example that illustrates why negative space is so powerful.
Photographers use space to frame their subjects, tell a story and create mood. They follow organic composition guidelines, such as the rule of thirds, leaving intentional space around the subject. These surroundings draw attention to the subject while creating a sense of context and atmosphere. Even when the space isn’t technically empty, it acts like white space because it doesn’t distract. A lion photographed within its natural habitat creates a more compelling narrative than a tightly cropped shot showing only the animal.
Photo below: Vincent van Zalinge
And wedding photography
Wedding photographers are experts at using space to enhance storytelling. The frame isn’t just about the couple, but the surroundings around them, often telling a bigger story than ‘we got married’.
Even when the background is busy, it acts as visual context rather than clutter. It doesn’t distract, but it does draw your eye to the couple, grounding them in their story. Just like the phrase “A picture is worth a thousand words.”, that story often comes from the space around the subject just as much as the subject itself.
Photo below: Anna Vi
The practical side of white space: Beyond aesthetics, white space offers tangible benefits for website functionality.
Big benefits
1. Better readability
Generous spacing makes content easier to read and absorb. A study by Nielsen Norman Group found that increasing line spacing by 50% boosted reading speed by 13% and improved comprehension. It also reduces eye strain, which keeps users on the page for longer periods.
Consider the following phone numbers: 01622 238 535 or 01622238535? One’s clearly easier to read. That’s white space at work.
2. Improved user experience
Cleaner layouts reduce cognitive load. They help people find what they need faster, stay longer and convert more often. Try cramming everything about an iPhone into one chunk: battery life, memory, camera, display, audio… It’s too much. But broken into focused sections, it flows.
3. Mobile accessibility
On small screens, space is even more important. It helps buttons feel tappable and text stay legible. It also supports users who need to zoom or increase font sizes, making your site more inclusive and usable for everyone.
Won’t this make the page too long?
It’s a fair question. But the truth is, users scroll all the time; through social feeds, Netflix menus, and online shops. These days, it’s a natural interaction. One study states that users casually scroll through an estimated 300 feet of newsfeed daily, which is about the same height as the Statue of Liberty.
Research consistently shows that users are perfectly willing to scroll when:
- The content is useful
- The layout hints that more is below
- The experience feels smooth and intuitive.
Longer pages with smart spacing often outperform short, crowded ones. They allow people to move at their own pace and reduce feelings of overwhelm.
Conclusion: White space should never feel accidental.
Used well, it groups related content, separates ideas, and draws attention to what matters. Used poorly, it can make a site feel sparse or disconnected. The key is intention, and it’s just as vital as the words and visuals it surrounds. And when used with purpose, it can turn a cluttered site into a confident one.
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