Page about white space from the book I am researching from

Type design by Neville Brody

Neville Brody's ad design for Nike

The book "100 Ideas that changed Graphic Design" by Steven Heller and Veronique Vienne defines white space as 'ultimate luxury'. It states that "the less crowded a magazine layout, the more elitist its attitude. On the same section it shares about how white space, to the well known russian Harper's Bazaar magazine art director Alexey Brodovitch, is seen more like a magnetic field where pictures and texts become the negative and postive energies. The importance and significance of white space in the field of design is not only acknowledge by them, but by any designers from the present and the past that it has become an essential element within the design field. 

White space has become a huge matter in designing since the past, yet its journey also has brought it to times where the presence and use of white space became a controversial issue. For example during the 1970's, white space was often related to the "less is more" campaign of the International Style advocates. At those times, several other artists and movements were also muchly correlated with the use of white space, which leads it into getting a negative impression in the eyes of public. However, a decade after that, around the 1980s, several designers revolutionize back the significance and importance of white space. One of them was Neville Brody, an english graphic designer and typographer who is currently becoming a proffesor in the Royal College of Art London. As a designer, Neville Brody always involves white space as an important 

White space has become a huge matter in designing since the past, yet its journey also has brought it to times where the presence and use of white space became a controversial issue. For example during the 1970's, white space was often related to the "less is more" campaign of the International Style advocates. At those times, several other artists and movements were also muchly correlated with the use of white space, which leads it into getting a negative impression in the eyes of public.

Designer Research

Neville Brody 

However, a decade after that, around the 1980s, several designers revolutionize back the significance and importance of white space. One of them was Neville Brody, an english graphic designer and typographer who is currently becoming a proffesor in the Royal College of Art London. As a designer, Neville Brody always involves white space as an important element in his designs, especially for his typography works or to emphasize type within his ad or other printed designs. Particularly with his typography works, it is his style to use black and white as his choice of color, to create a contrast to the white space in order to emphasize his type designs. 

For example in his ad design for nike that he did in 1988, he inserted a close up picture of an athlete which is a very dominant choice of subject. However, he inserted an enlarged white text to lessen the importance of the subject and to emphasize the importance of white space in his works as a trademark. The other half of the ad also was designed in a way that although the texts he put were caried in angles, directions, and even sizes, however it doesn't stop the white space to have its own value in the design. Although it may only act as a background. but the way the such complex design and composition of the collaboration of slogans (just slam it, just smash it, and just do it) only take up less than 50% of the white space, still upholds the importance of the presence of white space within the design. Especially how the type design, together with the white space, creates the overall digonal composition of the page. It brings up a controversial question of which is more dominating, the white space or the type design. Overall Brandy's works are publicly judged as vague that even he himself would say that his designs are "a catalyst for thought and for questioning".


A little bit about the theory of white space

There are two types of white space:

1. Active white space (purposely left out for the structure of the page) 

2. Blank spaces around the outside of the page or inside the space which are put there intentionally as a part of the design


How is white space useuful as a rule in the process of design?

- gives a balance within the layout of page / composition of a particular design

- it attracts the eyes because it helps to emphasize the object or other matter of the design

- gives the opportunity for space to be given more value, to be given sifnigicance within its simplicty

- It helps the ability for the audience to understand the design 

- It creates the sense of elegance, elite, sophistication and professionalism

- Helps to attract audience directly and spontaneously to the design 

- Helps to clarify the relationship between objects 

 




Bibliography

"11 Reasons Why White Spaces Are Good in Graphic Design." 11 Reasons Why White Spaces Are Good in Graphic Design. N.p., n.d. Web. 2 Nov. 2013.

"Journal Entry." Journal Entry. N.p., n.d. Web. 2 Nov. 2013.

"Kreativterv: NEVILLE BRODY Book." Kreativterv: NEVILLE BRODY Book. N.p., n.d. Web. 2 Nov. 2013.

Vienne, Vernoique. "White Space." 100 Ideas That Changed Graphic Design. By Steven Heller. N.p.: Laurence King, n.d. 150+. Print.

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