What does white space mean?

White space, also known as "negative space", is the empty space around design elements. White space is not necessarily white, but can be any background colour. Its main function is to loosen up the design, set elements apart from one another and create a clear hierarchy. Surrounding elements with sufficient white space makes the layout look less cluttered and more pleasant for the viewer.

The use of white space makes a significant contribution to usability, as it helps the viewer's eye to concentrate on what is essential. On a well-designed website, white space makes it easier for users to scan content and ensures a pleasant reading experience.

An interesting little example: pay attention to how luxury brands handle white space compared with budget brands. A fascinating visual experiment.