10 WAYS TO USE WHITE SPACE IN CONTENT DESIGN

White space isn’t just a ‘nice to have’ in content design – it gives the eye breathing room, helps to avoid visual overload, and allows the most important parts to really stand out. 

When used well, white space improves the overall readability and flow of your design, leading to better engagement. In digital design, it can even lower bounce rates and make content more digestible. Simply put, it gives your design the structure it needs to be effective without overwhelming the reader.

Not all white space is created equal! There are four main types to keep in mind:

• Active white space: This is space that’s deliberately added to enhance a design. It helps guide users through content and emphasizes key elements.
• Passive white space: This occurs naturally between words, paragraphs, or design elements. It’s essential for readability but doesn’t necessarily serve a strategic purpose.
• Macro white space: This refers to the larger spaces between different sections of content or layout. It structures content at a high level and is key to layout flow.
• Micro white space: This includes the smaller spacing between elements like letters, lines, and icons. Micro white space refers to the subtle, precise gaps that improve legibility and visual comfort.

Understanding the difference between these can help you decide how to use them to their full potential in your content.

Now that we’ve covered what white space is and why it matters, let’s dive into the practical side of things. Using white space effectively takes more than just leaving random gaps in your design. It’s about knowing where to place those gaps to enhance your content’s readability and flow. Below are some actionable tips to help you master the art of white space in your designs.

Massimo Vignelli and Josef Muller-Brockmann, two of the world’s most influential graphic designers, swore by the grid systems. In fact, lots of design software (including Turtl) find grids so important that they include easy-to-use switches and overlays. For example, at Turtl, you can turn on your Chapter page grid by clicking the far left symbol below in the Chapter editor.

More often than not, we are inclined to fill empty space in a layout. When there is too much information on a page, readers can easily disengage. As a result, this could increase bounce rates as readers prefer visually pleasing content, with enhanced readability. Be brave, resist this urge, and reserve a portion of the layout to be free of any considered white space. Your audience isn’t looking for eye strain or visual overload. When done correctly, the results are stunning.

The play between negative and positive space creates contrast and enhances the visual appeal. Reflect on using large, dark display text against white space – the reader’s eye is drawn in immediately. It’s a great example of how visual hierarchy can direct user attention.

Finding the balance between sparse and crowded can be a common challenge. Our advice; practice makes perfect! Not enough white space can look cluttered. However, too much white space and it can seem as though the document is unfinished. Keeping paragraphs short and to the point can improve readability on smaller screens, such as mobile phones. For help with spacing, use browser extensions such as Grammarly, Outwrite and Wordtune.

Leading on from finding balance, it often helps to identify the minimum copy needed for a page. Then just build the layout up from there – consider starting from margins, line spacing, and title alignment (bottom left, center, top right? The world is your oyster).

Don’t be afraid to spread your wings (and the content) over more pages instead of cramming it into as few pages as possible. It makes it easier for readers who skim to take away key ideas. This also lets different elements breathe rather than clash visually.

A picture tells a thousand words. Pair striking visual elements (like a standout background image) with the copy to complement the content and enhance reader engagement. 

Effective use of layout and spacing can help drive clarity. Leave a healthy amount of white space around elements that you wish to draw attention to, as in a CTA (call to action) or product offer. When other elements don’t compete for attention, the key message is easier to notice.

The rule of thirds principle works wonders in photography, but many forget it works wonders in design too.  The rule of thirds is a compositional guideline that breaks an image down into thirds so you have nine pieces from four gridlines.

According to the rule, by positioning key elements along the gridlines, you’ll end up with better compositions that show energy, balance, and dynamics. Additionally, the four gridlines intersect at “power points” which the eye is drawn towards. So how you choose to use this knowledge in your process is up to you …

Layouts that at first seem ‘difficult’ or ‘uncomfortable’ often turn out to be the most effective of them all. Like most things, when you spend enough time perfecting a project, the quality will be better. Consider elements of accessibility and personalization, and remember that all rules can be broken if it’s for the right reasons. After all, being bold can be equally important as being subtle.

White space is everywhere in the world of design, and some brands and designers use it masterfully. Here are a few standout examples:

Apple’s website

Apple is the king of minimalism. Their product pages are often surrounded by loads of white space, which keeps the focus solely on the product. The use of white space helps convey a sense of luxury, simplicity, and cutting-edge design.

Google’s homepage

Google has always kept its homepage refreshingly minimal. There’s almost nothing on the page aside from the search bar, which is framed by large areas of white space. This clean, uncluttered approach ensures the user knows exactly where to focus – a brilliant example of using open space to reduce distractions.

Medium.com

Medium, a popular blogging platform, uses white space brilliantly to make reading long-form articles easier. By keeping paragraphs short and providing plenty of space between text blocks, they ensure that articles are easy to skim and visually pleasing. Thoughtful font size selection and generous margins also play a key role here.

Nike

Nike’s ads and website often rely heavily on white space. Their product photos and slogans are allowed to stand alone with very little distraction, which emphasizes the power and energy of their brand.