Nada, zilch, zip. No copy, no images, no infographics – just pure whitespace. As designers, we see it as an effective and impactful tool.
But as a marketeer you may see it differently: an opportunity to squeeze in another photo, a quote from The Good Schools Guide, or some more blurb.
It might seem like empty space is wasted space, but behavioural psychology research reveals that whitespace in a design can make your communications more effective.
Here’s why:
1. Information is easier to process
Research has shown that our brains can only process as few as four pieces of information simultaneously. So while it’s tempting to try and cover more than this, you risk overloading the reader.
Studies show that designs with appropriate whitespace can improve comprehension by up to 20%.
In addition to this, eye-tracking studies have demonstrated that readers spend 25% more time focusing on content when it’s surrounded by adequate whitespace compared to cluttered design.
2. Portrays quality and sophistication
Studies in consumer psychology show that products surrounded by more whitespace are perceived as more expensive and higher quality. Compare the branding and marketing of retailers like Waitrose and Aldi and the impact is clear: whitespace signals exclusivity and quality.
3. Content is easier to read and remember
Studies found that slightly increasing the gap between lines of text can improve reading speed by 8.5% and comprehension scores by up to 15%.
The bottom line
Every design decision should serve an ultimate goal: communicating your message as clearly as possible, whatever that may be. Considered use of whitespace isn’t empty space – it’s working hard to make your content more readable, more memorable, and more likely to drive action.
