make friends with white space

Negative space, also known as white space, is the space surrounding the main subject of a layout, photo, image. White space is good. It acts as a frame to highlight and draw the viewers eyes into the image. If you fill up the white space with text and extra images you clog up the design and make it look muddy and noisy. White space is a powerful tool to use in design. So don't be afraid to use it to your advantage. You'll have cleaner more effective design that stands out from the masses of other design.

Layers Magazine has a great explanation of negative space:

What is negative space?
 When composing a piece of artwork, we generally work with three elements: the frame, the positive space, and the negative space (also called white space). The frame is the bounding size of the artwork, the positive space is the subject, and the negative space is the empty space around the subject. The three images below will give you a basic understanding of this principle.

The frame—the size in which the object is placed



credit: ©SXC.HU/PAVEL JEDLICKA



The positive space masked in black




The negative space masked in black—notice how the negative space defines and implies the shape of a plane

Negative space helps define a subject, so subjectively speaking, negative space works when there’s a balance between the positive and negative spaces. Negative space also works when it draws the viewer’s eye into the subject at hand.

Roundup ~ examples of creative negative space

Graphic designer Noma Bar has created these fantastic illustrations in which he manipulates the negative space around various shapes. His illustrations provoke a double-take followed by the sudden realization that he's combined two related images into one to effectively tell a story in the blink of an eye. Bar tackles serious subjects like global warming, race relations, oil issues and gun crime with simple but effective illustrations. He has compiled them into his book called Negative Space.




more examples…

Negative space in photography

Using negative space is a great way to draw the eye to the subject, create the illusion of space and serenity, lend a sense of intrigue about what's not in the picture or emphasize contrast.

Having a walk. The man in this photograph is surrounded by white negative space, which makes the eye take notice of him. (Image source: Paco Calvino)

more examples…



Negative space in logos

Negative space and simplicity combine to make highly effective and memorable logos. Some good examples are FedEx and World Wildlife Fund logos




Creative use of negative space in design and art can draw your eye to the subject, evoke an emotional response and strengthen a composition. Use it as a design element along with the other elements of design.


Sources:

http://www.logodesignlove.com/negative-space-logo-design

http://creativeoverflow.net/33-creative-negative-space-logos/

http://layersmagazine.com/negative-space.html