The blank canvas. The empty page. We want to fill print media with ink the same way we fill silence with words. It makes us uncomfortable, all that nothingness. If you are a customer you feel cheated that you paid for, what exactly?

Many people who write and design their own Web sites try to cram as many things onto a page as possible. There are always products to explain, regulations to post, disclaimers to mention, and frequently asked questions to include. Many people post page upon page of single spaced type, assuming the user will actually sit down and read it in novel-like fashion.

Content that is crammed onto a page and leaves little to no white space is not only ineffective, but it pretty much guarantees that no one will ever read it. You’ve lost your target audience because they are overwhelmed simply looking at the page before them.

The writer’s stumbling block and artist’s nemesis is not necessarily a bad thing when it comes to Web design concepts. White space (or negative space) is simply space on the page that contains no content, words, pictures, or graphics. In fact, incorporating white space can actually help your audience access the information in your Web site. Effective use of white space allows your user to chew and swallow between bites. Good use of white space actually:

• Leads the eye.
When readers glance at a Web site, white space cues them on where to start reading. White space in the margins helps lead the reader’s eye along each sentence, while space between paragraphs leads the reader to continue down through the text. Having white space break up a page of black or grey text is also easier on the eye, giving you a chance to hold their attention before they get tired.

• Allows reader to focus on what is important.
White space allows the reader to focus on important visual cues, such as bullets, headings, font styles, and type size. These design elements help the reader organize the information in a meaningful way. Most Web site users scan for information using headings and titles. Making sure there is enough white space to focus on those cues helps your audience access your information.

• Allows the reader access all the information.
The “more is better” philosophy is a myth. Trying to cram all the information you can into a small space turns the reader off and you’ve accomplished nothing. Sometimes more is just more, making your Web site noisy and overwhelming. Readers will actually read text and information they can access easily. Using white space can actually help keep a reader on your Web page, reading.

Take a good look at Web sites you like to frequent and surf. How do those sites employ white space? What about Web sites you avoid because they are difficult to read and navigate? How do they use white space? You may find that your own Web site isn’t as effective as you thought. Finding a way to embrace the space will help you make your Web site as effective as possible.