White space is defined as the space on a page without information or data

Conceptually, it is also referred to as negative space. Contrary to its name, white space can be any color, any gradient, or even a full-screen picture, or movie.

How white space impacts information architecture

Making use of white space can be an impactful design strategy, especially when applying a column grid to the information architecture concept.

White space first = Less is more

White space is used to set the mood and tone of the brand. Less information but more space creates greater awareness of what’s to come

Utilizing white space, or open space, either for a hero image or a color, will emphasize the brand and the brand experience.

A look at real-world designs

In example 1, a minimal hierarchy defines this home page for Brand X. The brand logo is displayed as an animation, creating movement and fluidity. A definitive call-to-action with one single click to Scroll-Down-to-Product-Page sets the content hierarchy. The user is guided to the next level of engagement, rather than having to search for the navigation or item-specific content.

Example 1: A product site’s home page. See the real-world example here (off-site link).

White space focuses the user to click on the call-to-action link

The brand X logo animation provides visual eye candy while the user takes in the background visual, to then proceed to the scroll-down button.

Example 2: From a minimal home page to a brilliant white space strategy to build a product-specific navigation

After the user clicked on the scroll-down button, a simple grid-system of product tiles sets the focus on the Brand X’s product inventory.

Example 2: The interior page focuses on well-structured ‘Feature Item’ tiles rather than lists. See a real world example here (off-site link).

White space also separates the three nav items, a hamburger Drop-Down menu, a Search icon, and a generic All for everything else.

This minimal navigation encourages the user to explore product feature item tiles first, thus driving the user to look at store items first, before utilizing in-depth navigation listings.

White space and a column grid layout

Example 3: Left-aligned text on an 8-column grid emphasizes an immersive content strategy

Example 3: Emphasis is placed on the left side of the screen by placing the content within the left half of the screen. See the source design example here (off-site link).

In example 3, a simple 8- column grid structure is used to create ample white space, filling the space left to right. The left side, across 5 columns, holds the hamburger drop-down, all the content blocks, and links for hidden content, whereas the right side margin is open and airy, without any text or images, across 3 columns. Thus, the reader’s eye is guided to the left side first, to where the content nests.

The hamburger menu on the top left holds the site’s content structure, and active “+”-buttons indicate further reading material.

Simplify your content with white space

Example 4: The interior pages continue a left-align design strategy

Example 4: The interior page hierarchy is based on content flow placed on the left side of the screen. See real design sample here (off-site link).

In example 4, the brilliant grid-based design strategy creates a clear content hierarchy. The content is easy to follow, navigation is nested in one place, the top left corner, and content is clearly focused on giving a precise overview of what this brand is all about.

White space can fall anywhere, as long it holds a prominent place in the design

Use of white space for extremely simple functionality

Example 5: This radio station’s ultimate function is the click of one button

Radio Z wants their users/listeners to perform exactly one thing… to click on the play button to activate the station. White space, represented here by the color black, surrounds the button. The only thing about to happen on this page is the turning on of the sound.

Example 5: Home page for a radio station featuring one call-to-action, the play button. Tune in to the real sound page here (off-site link).

The artist’s name and the song title change as the different pieces of music are played.

The page is scrollable, and there is more content below the home page. However, the strategy remains simple throughout the site, to engage the user to turn on the radio station.

Example 6: Functionality is priority

Example 6: The only functionality on the home page is activated, and the sound is on. Only the ‘play’ state icon can be clicked on, thus turning the sound off again. Tune in to the real sound page here (off-site link).

The radio station is on. The only action item on the page is to turn the sound off.

White space defines functionality

As all these real-world examples show, white space is an important element in content strategy and functionality hierarchy. The ultimate essence of white space is to give the user the best navigation experience and functional ease of use.

In summary

White space is an impactful design element.

White space is not only white, but can be a seamless gradient, a full screen image, a bold color, an animation, or movie.

Used strategically, white space provides a focused user journey by eliminating clutter.

White space defines navigation. Less is more.

Try it in your next design.

The UX Collective donates US$1 for each article we publish. This story contributed to World-Class Designer School: a college-level, tuition-free design school focused on preparing young and talented African designers for the local and international digital product market. Build the design community you believe in.