Sometimes we get requests from clients to "utilize every pixel" on a page. When asked to expand we hear something to the effect of, "There's an empty space in the header. What can we put there? We need to use that space." What they may not realize is that every pixel is being utilized, but that doesn't mean that text or a graphic occupies the space. It's white space! That space provides a balance between the positive (filled) and negative (empty) space on the page, thus creating an aesthetically pleasing experience. And, most importantly, the white space provides a place where users can breathe or rest. Today we are so bombarded with advertisements, that the absence of them is what actually catches our attention.

Here's a great example of an effective use of white space:


Apple is doing a couple of good things here:

• they've purchased all of the ad space in the upper half of the page, and are choosing not to fill it with stuff. See the areas beside the title "New York Times"


• the ad spans across parts of the page as "PC" climbs up the ladder. Nice use of movement and space.


• the ad's minimalism makes the other content on the page feel less cluttered and much more digestible to the user's eye.

Now take a look at nytimes.com on a typical day:


Aaaaaah!

A List Apart talks about how white space relates to brand positioning:

Designers use whitespace to create a feeling of sophistication and elegance for upscale brands. Coupled with a sensitive use of typography and photography, generous whitespace is seen all over luxury markets. Cosmetics, for example, use extensive whitespace in their marketing material to tell the reader that they are sophisticated, high quality, and generally expensive.

See a difference?