Negative Space

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BASIC PRINCIPLES FOR USING NEGATIVE SPACE

1. 1 + 1=3
Pay attention to the shapes you create between two objects. Recognize that every time you design two objects, a third shape is being designed between the two.

2. Multi-stability
Increase interest in some logo designs by making them multi-stable—where negative space appears to become the figure or central visual piece, then recedes to the background like in the face-vase image above.

3. Empty Noise
Observe all empty space and identify if it is purposeful and effective. If the white or empty space doesn’t appear designed or intentional, it will create unintentional visual noise and reduce credibility.

4. Figure-Ground
Keep visual designs stable by making clear distinctions between figures and backgrounds. Objects in lower regions or that overlay other objects appear in front and are perceived as more important.

5. Margins
Be intentional about your margins. Avoid thin or awkward margins between objects and text and the edges of pages that inadvertently create shapes and paths.