In this article, we'll take a brief look at why whitespace matters, what it means for conversion-driven web design, and how eight websites are using whitespace to lead their visitors towards a desired action. What Is Whitespace? It's the unmarked distance between different elements that gives viewers some visual breaks when they process design, minimizing distractions and making it easier to focus. To illustrate how effective whitespace is at helping our brains process information in print, check out the example below from Digital Ink: See the difference? The card on the right uses whitespace to a better effect, spacing the individual elements out so the composition is easier to make sense of. There's too much distraction around the button, making it difficult for visitors to focus on what matters. Not everything has to be above the fold (the part of the website that appears before the user starts to scroll). This simple, decidedly minimal homepage uses whitespace to urge users to keep scrolling. Whitespace. How does your website use whitespace?
Empty space is not always wasted space.
In fact, when it comes to web design, it’s a best practice to give your content a little breathing room.
Today’s website visitors are content-scanners. They scroll quickly, skim posts, and get distracted by busy layouts trying to accomplish too much. The key to getting your visitors’ undivided attention is simplicity — and that starts with an effective use of whitespace.
In this article, we’ll take a brief look at why whitespace matters, what it means for conversion-driven web design, and how eight websites are using whitespace to lead their visitors towards a desired action.
What Is Whitespace?
Whitespace refers to the negative areas in any composition. It’s the unmarked distance between different elements that gives viewers some visual breaks when they process design, minimizing distractions and making it easier to focus.
Intentionally blank areas aren’t just aesthetically pleasing — they actually have a big impact on how our brains take in and process new material. Too much information or visual data crammed into a small, busy space can cause cognitive fatigue, and our brains have difficulty absorbing anything at all. It’s information overload at its very worst.
Why We Need Whitespace
To understand the importance of whitespace, think about how difficult it is for your brain to process an entire page from the phone book or white pages. All those columns of teeny tiny text get squished together into one indigestible chunk of information, and it can be a real challenge to find what you’re looking for.
While phone books are designed to display maximum information in minimum space, the majority of print layouts are created to be more easily understood — thanks to whitespace.
To illustrate how effective whitespace is at helping our brains process information in print, check out the example below from Digital Ink:
See the difference? The layout on the left uses the vast majority of available space, but it looks crowded and severe — not exactly something you’d feel comfortable staring at for a long time to read.
In contrast, the layout on the right uses wider columns and more distance between paragraphs. It’s a simple design shift that has a major impact on making the article look more approachable and readable.
In addition to making layouts easier to understand, whitespace can also place emphasis on specific elements, helping the viewer understand what they should focus on. Using whitespace to break up a layout and group particular things together helps create a sense of balance and sophistication.
Take a look at this business card example from Printwand:
The business card on the left does include negative space, but the elements are still cramped into one area, making the whole card look cluttered and unprofessional. The card on the right uses whitespace to a better effect, spacing the individual elements out so the composition is easier to make sense of.
When it comes to designing websites, whitespace is crucial — not only from an aesthetic standpoint, but also from a conversion optimization perspective. Using whitespace effectively can make your website more easily navigable, comprehensible, and conversion-friendly, directing users more smoothly to call-to-actions and encouraging them to convert.
In fact, research by Human Factors International found that using whitespace to highlight or emphasize important elements on a website increased visitor comprehension by almost 20%.
Just take a look at these two website layouts:
On the left, the call-to-action button has no room to breathe — it’s wedged between busy dividers and tightly packed text. There’s too much distraction around the button, making it difficult for visitors to focus on what matters.
On the right, the call-to-action has…
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