It’s one of the first pieces of jargon you may encounter with a designer, but why is negative space a positive thing in the world of branding?
One simple reason: information heirarchy. Take it from Aarron Walter, famous UX designer and best-selling author: “If everything yells for your viewer’s attention, nothing is heard.”
It takes a lot of discipline – knowing when to stop, knowing what to simplify or cut out altogether to make way for the important stuff. Letting a design “breathe” offers space for a reader to process what is communicated, rather than causing them to dismiss it as blatant advertising muck.
So, instead of being tempted to fill every corner of your design piece – make sure you choose a design studio who know how to harness this powerful design element in elevating the integrity of your brand.