Most individuals understand the term “white space” as it relates to the design of something; it is the space or margins or blocks between website panels, lines of paragraphs, around images or other visual elements. White space does not literally mean an empty space with a white background. It can be any color or even a muted background image. It is a purposeful choice that allows a document, brochure, webpage and even packaging to read as balanced to the human eye.
The consideration of white space is lesser known for text or copy. Clients of mine tend to subscribe to wanting to say/share too much because offering more detail is perceived as being of greater value. When it comes to crafting content, whether online or in print, the actuality is less is more.
Choosing to let your content breathe generates a higher level of readability because the text isn’t crammed into every inch of available real estate. Adding in spacing results in headlines, lead-in sentences and key takeaways far more readily jumping off the page.
You also want to create a level of interest or curiosity that leaves your reader wanting more. If you include absolutely everything in a breathless long-winded monologue, you give them no reason to learn more. If you have dense text with limited white space, audiences oftentimes feel overwhelmed.
Many websites throw the kitchen sink at you as soon as you land on their homepage. Word vomit is never helpful. If you give your content physical space to breathe, you are giving your audience the ability to digest the important golden nuggets you are sharing.
As you outline and format your copy/text, think of your words as a river flowing from top to bottom. You want that flow to be easy and smooth. White space helps create the room for your ideas to flow. Without that space, your river turns into raging rapids, and you will inevitably lose your audience in the process.
Whether it is a flyer, brochure, direct mail piece or web page, remember that white space is the “nothing” that provides a contrast to the “something” you want people to pay attention to. A little space makes your most important ideas stand out.