Less is More: White Space in Web Design

White space, also referred to as ‘negative space’, is the blank portion of a webpage, where there is no text or images. White space doesn’t have to be white; it can be any background colour, pattern, or a subtle texture. It serves as the ‘breathing room’ around page elements, allowing for a cleaner and more organised layout.

Improved Readability

White space enhances readability by breaking up blocks of text and making the content easier to scan. It also helps to curate the flow of content on a page, guiding the user to the most important pieces of information.

Enhanced User Experience

White space contributes to a better user experience by creating a sense of balance and professionalism. It guides the user’s eyes and helps prioritise information, making navigation more intuitive.

Increased Conversion Rates

Strategically placed white space can draw attention to calls-to-action (CTAs) and other important elements, thereby increasing conversion rates. For instance, Google found that simplifying their homepage with ample white space led to a significant increase in user engagement.

How we get the most from white space

We use white space to establish a visual hierarchy, making it clear which elements on a web page are most important. This can be achieved through the use of margins, padding, and spacing between lines and letters, to fine tune the flow of the page.

It’s also important to maintain consistent spacing throughout a design to create a cohesive look and feel, not just for aesthetics but also to ensure the site has a cohesive brand feel.

As a web design agency, we see the ways web design has to differ to suit different industries, products and purposes. The optimal amount of white space can vary depending on your target audience and the specific content you need your audience to see. Through our own expertise and using website session recordings, we are able to tailor white space in a design to optimise user experience.

White space is not merely an aesthetic choice but a critical design element that impacts readability, user experience, and conversion rates. By understanding its importance and learning how to use it effectively, businesses can create more engaging and effective web designs.


Newwave Design

Brand, Web & Marketing Agency