- I had a client years ago that somehow believed
that we were wasting a precious commodity
if we left any negative space on the page.
He'd point out that there was still room on the right,
or that the type could be larger
since there was more space.
It took a while for him to understand
that the negative space gave the information importance.
Without it, the page would be a mass
of information fighting for attention.
I like negative space.
It lets the composition breathe and gives the viewer
a better sense of hierarchy.
Like any other element, negative space can create
a composition that is bold and aggressive.
The point is not to make it comfortable,
but to push the boundaries so that the space
feels surprising and slightly challenging.
One of the best options is to use
much more negative space than the viewer expects.
Refraining from adding images, type, or elements
on large sections of a composition
forces the viewer to notice the space.
It isn't nothing; it's a giant amount
of solid white or black, or whatever color
occupies the area.
Doing this, however, requires a detailed attention
to the elements on the page.
Every element has more meaning
with so few items on the composition.
Negative space also can create shapes with meaning.
These reward the viewer, once discovered,
and are hard to forget.
At first glance, the publication cover
seems to be a collection of triangles.
With deeper inspection, the negative space
creates an X and signifies that this
is a 10-year anniversary publication.
A compositional approach such as this
requires just the right amount of information.
If there's too much, it becomes obvious
and loses its reward.
If it's too difficult to see, the viewer will give up.
When I do this, I explore a range of choices.
It just doesn't work to play out one
and call it a day.
I want to reach just the right balance
and explore color until I find the best solution.
Negative space is also a great way
to make something bold and apparent.
I need to design a zine named Coral,
about design internationally.
I can use the image provided by the client
and screen a box on top of it to make the type legible.
But this solution will be lost in the chaos
of a newsstand or record store.
Alternatively, I can reinforce the brand name,
move the complex images to the interior,
and make the color, coral,
to be the dominant element on the spread.
You can change or augment the meaning
of a typographic message with negative space.
For this book cover, Ivan Chermayeff
and Tom Geismar increased the negative space
between words, enhancing the message.
Simply increasing the leading on a body of text
alters the way a reader perceives the information.
It slows the reader down and makes
every individual line more important.
The unexpected and memorable composition happens
when typography does the extra work
of conveying an idea and providing information.
This goes beyond visual tricks.
It's important to read the text or headline.
What does it mean?
What could it mean?
In your hands, the message can be radically different
from the text in a Microsoft Word document.