Ahhhh, white space! This is perhaps one of the most misunderstood elements of web design. Yet, when used properly, it can be one of the most effective! White space, or negative space, are the blank areas between the graphics and text on your web page.

Most web designers focus solely on the graphics and text. However, white space is also an essential design element. Think about the best ads you have seen in glossy magazines that promote luxury items. Usually, the best of those advertisements have a common feature - an uncluttered layout.

One excellent example of the masterful use of white space is the web site for Tiffany & Co., a prestigious jewelry design company. Notice how the elements all have a generous amount of space around them. In western culture we associate uncluttered spaces with good taste, refinement and affluence. It is also more restful to the eye to read or view items that have a generous amount of white space surrounding them. That is why museums always use broad white walls as a backdrop for paintings on display.

On the Web, white space is essential when the viewer is required to read large amounts of content. Generous margins and clear simple layouts make it easier for the eye to work. Cluttered layouts tire the eye quickly and hinder clarity. Also, just as in advertising, uncluttered layouts convey a sense of good taste and refinement. That provides a competitive advantage to the business website. The subtle aesthetic refinements provided by well proportioned layouts convey a positive image of the business the web site supports.

How can you develop a good sense of how much white space is needed? The best way is to study good examples of web page layouts and see what percentage of the page is used for margins. Also, well designed books and magazines can provide good examples of the skilled use of white space. Soon, your eye will be educated to apply the same pleasing proportions of white space to your own web designs.