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“Whitespace,” or “negative space” is the space between elements in a composition. More specifically, the space between major elements in a composition is “macro whitespace.”
http://alistapart.com/articles/whitespace
Designers use whitespace to create a feeling of sophistication and elegance for upscale brands. Coupled with a sensitive use of typography and photography, generous whitespace is seen all over luxury markets. Cosmetics, for example, use extensive whitespace in their marketing material to tell the reader that they are sophisticated, high quality, and generally expensive.
Whitespace is often used to create a balanced, harmonious layout. One that just “feels” right. It can also take the reader on a journey through the design in the same way a photographer leaves “looking room” in a portrait shot by positioning the subject off the center of the frame and having them looking into the remaining space. When whitespace is used to lead a reader from one element to another, it’s called “active whitespace.”
Simplicity Examples:
