But why? Doesn’t it make sense to fill up as much space as possible with information?

Consider reading a newspaper, which provides a lot of information in a typically dense space. In order to make the copy easier on the eyes, page designers make sure there is plenty of whitespace between stories, paragraphs, word, and even letters (as in leading and kerning.)

For images, particularly print advertisements, designers use whitespace for airiness and effectiveness. Mark Boulton wrote an article on whitespace for A List Apart and provides examples of both print advertisements and newsprint.

Chantelle Catania, Assistant Creative Director, is a strong advocate for whitespace. “For example, when designing a poster, of course we want to include the pertinent pieces of information,” she explained. “But as a designer, my goal is to captivate someone walking by the poster. If the event is for a concert, you don’t list all of the songs that are going to be performed, or even all of the opening acts. My goal is to intrigue the person looking at the poster, let them know when and where the concert is, and who to get in touch with for more information.”

Psychological standings also back up Catania’s point: Use of whitespace in between paragraphs as well as in the left and right margins can increase comprehension by almost 20 percent, particularly on the Internet. And really, wouldn’t you rather people remember the important information about your brand rather than be repelled by too much?