Leaders in marketing and promotions since 1993

“White” space, or “negative” space, has been used effectively in advertising design ever since the 1950’s and ‘60’s, and continues to be one of the most powerful design tools available, even as it evolves in the way we define it in an ever-changing environment.

According to a 2006 study in the Journal of Consumer Research, ever since print ads for Volkswagen in the 1950’s and the architectural minimalism influence of the 1960’s, “…nothing became something…” and “…is typically used to convey elegance, power, leadership, honesty, trust-worthiness, a modern nature, and a refined taste associated with the upper social strata.”

In 2011, designers find that white space can be either Active, and effective, or Passive, which is much less so, or not at all, depending on your point of view. Most stress that an Active space is one that is asymetric, but balanced, and deliberately structures the page and emphasizes areas of content.

Graphic Arts Magazine says that “Graphic designers have a challenging role to play in the 21st century (and numerous hats to wear) due to our increasingly technological world. Designers of the past needed only worry about the print options available, whereas designers of the new millennium have to understand various mediums, such as print (magazines, large-format signage, labels and packaging, to name a few), the web (via HTML and Flash, for example), as well as smartphone and tablet technology.”

In such environments, examples of effectively-used negative space can be found in the use of color, texture, pattern and even photography or typography.

Hadfield Communications, Inc. has more than 16 years of experience in the creative, effective use of space in design. Contact us to find out more about how we can make positives of the negatives and provide an active influence on your business.