Simplicity and the proper use of white space in design is one of the hardest disciplines to learn – its use can be a virtue when it comes to the web. In design school the words “simplify, simplify,” were hammered in our heads repeatedly, by reducing all unnecessary visual elements, we were told, the design will more directly communicate its message. Proper use of white space, the empty space or negative space on a page, is an art form – think Apple computer – they wrote the book on white space, and have inspired a multitude of other companies to do the same.

White space is used to give balance, proportion and contrast to a page. The use of a lot of white space communicates a feeling of elegance and upmarket. Read the rest of this entry »