Empty white space, also known as negative space, refers to the unoccupied areas in a presentation that are intentionally left blank, and it is highly regarded for its value. This belief was particularly emphasized by German Jan Tschichold (1902–1974), also known as the father of modern typography, who considered empty white space to be an active element rather than a passive background, contrary to the practices of many of his contemporaries.

The effective utilization of empty white space allows the content to breathe and come alive. It envelops the content like snow in a winter forest, creating a sense of balance and completeness. Moreover, it facilitates the organization of the content and accentuates the significance of the presented information, thereby enhancing its visual appeal (Pracejus et al., 2006).

Additionally, empty white space is associated with qualities such as subtlety, cleanliness, and influence (Birren, 2016). Furthermore, it is worth mentioning that white space is believed to have a calming effect and inspire trust in readers (Wang & Emurian, 2005; Hu & Xu, 2019).

The effective use of white space not only contributes to a sense of balance but also enhances the visual appeal of the presentation. It can also direct and draw the audience’s attention to specific elements such as titles, key points, or visuals. Therefore, leveraging white space effectively can be a valuable tool for enhancing the effectiveness of a presentation, website, blog post, or even a book.

The value of space should not be underestimated

The value of white space should never be underestimated. It provides readers with an opportunity to pause, breathe, and process the information they have absorbed. In this regard, blank spaces serve as strategic pauses employed in rhetoric, reducing the sense of complexity in the text (Amare & Manning, 2013).

Furthermore, white space can significantly improve the overall readability of the content. When a presentation is cluttered, overcrowded, or disorganized, it becomes challenging for readers to focus on the information being presented. By incorporating white space, the content can be effectively divided, making it easier to comprehend. While it may be tempting to cram as much information as possible onto a single page, this usually comes at the expense of empty space.

Rather than sacrificing empty space, it is crucial to prioritize and identify the most relevant content. Reducing font size and line spacing to accommodate more text on a page is one of the worst practices that can be employed, as it hampers the reader’s experience. Particularly in PowerPoint presentations and web pages, I firmly believe that more white space is always preferable to less.

Already ancient Romans and so on

Regarding ancient Rome and related topics, in my opinion, summarizing and prioritizing information are among the most crucial skills in professional life. Particularly in presentations, less is often more. When the topic is financial management, organizational change, or Helsinki’s new tram line, the audience is not interested in delving into ancient history or the nuances of ethos and pathos. It is essential to remain focused and on point.

Of course, utilizing storytelling techniques and structures in presentations can be effective, but it is vital to remember that the primary purpose of a presentation is to support the speaker, not overshadow them. Typically, the audience is more interested in the expert’s insights and perspectives on the subject matter than the content written on the slides.

The most undesirable situations occur when numerous text-filled slides are read aloud without additional commentary. In such instances, one might be tempted to kindly remind the presenter that, while their support is appreciated, the audience is already capable of reading and comprehending the material.

By paraphrasing, prioritizing, and editing information while leveraging empty white space, you can enhance the audience’s experience and direct their attention to the most meaningful and important aspects. I hope you keep these considerations in mind when grappling with content and visual element-related questions in the future

Sources

• Amare, N. & Manning, A. 2013. A Unified Theory of Information Design. Visuals, Text, and Ethics. Routledge. New York.
• Birren, F. 2016. Color Psychology and Color Therapy. A Factual Study of the Influence of Color on Human Life. Hauraki Publishing.
• Hu, C. & Xu, F. 2019. A Review of White Space Research. Open Journal of Social Sciences, 7, 328–334.
• Pracejus, J.W., Olsen, G.D. and O’Guinn, T.C. 2006. How Nothing Became Something: White Space, Rhetoric, History, and Meaning. Journal of Consumer Research, 33, 82–90.
• Wang, Y.D. and Emurian, H.H. 2005. Trust in e-Commerce: Consideration of Interface Design Factors. Journal of Electronic Commerce in Organizations, 3, 42–60