White Space
Space sometimes referred to as negative space, is a fundamental parameter in web design, but also one of the most underrated. If we control white space, we can control a subtle, but defining element of a webpage and make good use of it. White space is the spacing between different elements, whether it be between the actual sections of the page, or right down to the space between letters. In most cases, we use white space to separate content for easier, and faster, scanning without the need to put in specific separating elements.
Negative space helps to mould and define what the positive space is. Negative space isn't the leftover bits that we didn't create content for, but rather a major structural player in our site's layout. There are two levels of negative space. These are macro and micro negative space space, relating to the space between core elements and the space in between the smaller elements, respectively.
Negative space doesn't actually have to be white or a single block of color. In photography, any area that isn't in focus could be classed as negative space. When someone designs, their focus is normally on the positive space. It's subconscious that the negative space follows and helps mould and shape how the positive space is laid out and then read. This property can then be tweaked to tailor the experience for easier reading and interaction with the positive space.
Why bother making sure negative space is just right? Text on the web is different from any other platform and we all tailor our designs so the end user has the easiest experience reading our content. Unlike a newspaper, it can be frustrating on the web to try and decipher where the content you're interested in actually is. Cluttered designs do't provide a clean, easy reading experience. White space creates a buffer in between elements, so it's easier for us to find the content we care about.
Negative space un-clutters design and helps draw focus to the content on the page. Besides the practical benefits of a clean, uncluttered webpage, negative space can create a sense of sophistication and elegance by allowing the content to speak for itself without major intrusions that appear cheap.