Why web designers make room for whitespace

Also known as negative space, whitespace refers to the empty areas around and between the different elements of an image. In web design, it’s the space between blocks of text, images, icons, and CTAs, to name a few, making it a key part of a page’s aesthetic composition.

By definition, whitespace is the absence of content, which means content creators may be tempted to hate it. In the hands of a skilled designer, whitespace is an invaluable tool that helps draw the user’s gaze to higher-priority content, make content easier to scan and interpret, and create an experience that’s easier on the eyes.

And, nope, it doesn’t have to be white.

Whitespace in art (and why it matters)

What makes whitespace so important? “Whitespace allows content elements to be more contextual and discernible from each other,” says Chris Fantauzzi, Front-End Lead at Motum B2B.

Going back to the visual arts, negative space — whether it’s in a sculpture, photograph, or painting — is a technique used to draw the viewer’s eye, emphasize certain elements over others, and even influence the overall mood of the piece. For example, a painting of a vast, open ocean might give off a peaceful and contemplative mood, while a sketch of a small room cluttered with objects might come across as more chaotic and scattered. The latter also takes longer to “read” as you slow down to interpret all the objects in the scene.

Too little whitespace can be overwhelming. When content is crammed together, it creates visual noise that makes it harder for users to distinguish key elements like CTAs or important messages, which ultimately hinders the user experience. On the other hand, too much whitespace can make the page feel airy or floaty with no clear anchors for the viewer’s gaze.

Done right, whitespace in web design allows for better readability because the content has enough room to breathe, making it easier for viewers to digest the page, find the content they’re looking for, and notice any messages you want to stand out.

A lasting trend

Starting out as a design trend, whitespace boomed in response to rapid technological advancements like larger screens and faster computers. Now, it’s a staple of good web design — and something Fantauzzi doesn’t see going out of style.

“As screen sizes continue to get bigger, and our responsive design and development tools improve to manipulate content to fit on large and small screens, designers will continue leaning into whitespace and breathability more than ever,” he says.

There’s a time and place for whitespace. It can be a tool, but not the only tool in a designer’s belt. Chris Fantauzzi, Front-End Lead

A key aspect of content placement is the concept of “above the fold.” Almost like the friendly rival of whitespace, this concept dates back to the newspaper era, when editors used to cram the most attention-grabbing content on the top half of the front page (above the crease where those large sheets of paper would be folded). Anything less worthy of attention would be placed below the fold.

That golden rule is still used by website designers today. In modern sites, “above the fold” is the portion you see when the site first loads — it’s everything that’s visible before you scroll to lower sections of the page. Designers use this as the highest-priority space to display the site’s most important content.

The trick is not to overcrowd it. Newspapers may have gotten away with this, but modern users will simply tune out if there’s too much to absorb.

"With the web, we're putting more emphasis on giving things breathability,” says Fantauzzi. “Your competitor may have 300 percent more content above the fold, but it doesn't mean that someone's going to be able to find the content on that site faster.”

On the other hand, too much or poorly implemented whitespace and breathability can inhibit a design.

“There’s a time and place for whitespace. It can be a tool, but not the only tool in a designer’s belt,” Fantauzzi explains, adding that too much whitespace may force users to spend too much time scrolling around for content. “At the end of the day, it’s all about balance.”

Beauty, practicality, and striking the right balance

Despite how critical it is to the overall look and feel of your website, whitespace is still a controversial topic for some. After all, it’s not just about practicality but the ever-subjective idea of aesthetics.

“Design is a constant battle between beauty over functionality,” adds Fantauzzi. “I want the user to get where they need to go fast, but I also don't want to overload them and make it too functional. It's got to be beautiful as well.”

Some people just don’t like whitespace. What looks like a gorgeous, airy design to one person can look confusingly empty to another. But there’s a balance to be struck, and the “right” amount of whitespace depends on your brand’s visual style.

That’s where an experienced web designer comes in. They can take an in-depth understanding of a brand and, using an array of design tools and best practices, translate it into a digital experience that matches its tone and style. They also understand when it’s appropriate to bend or break the rules in the interest of things like performance, tone, brand consistency, or beauty.

“Everything we do is a language, just like the whitespace on a website is consistent across the whole site because that's part of its tone,” says Fantauzzi.

He illustrates this concept with three core design principles: whitespace, animation, and colour. “Whitespace creates room for an animation to breathe. It also creates the necessary empty real estate to allow primary and secondary colours to shine, which helps drive engagement to the most important items on the page, like a primary call-to-action.”

Give me some space

At the end of the day, it’s important to remember that your users are like you: they want to be able to find what they’re looking for without being bombarded by images and text.

Proper use of whitespace is a necessary element of every page on your site, and it can be the difference between a user staying or leaving.