How to Effectively Use Space in Brand Design

Ilfusion Creative
4 min readNov 16, 2022


How to Effectively Use Space in Brand Design

A variety of elements come into play when designing a brand. But one of the most important — and often overlooked — aspects is space.

When used effectively, space can give your brand a clean and polished look. It can also help create a sense of hierarchy and order. But when used poorly, space can make your brand look cluttered and unprofessional.

The right balance between space and content is key to creating a successful brand design. Here are a few tips — and more — on how to effectively use space in your next branding project:

Types of Space in Graphic Design

Before we dive into the specifics of using space in branding, it’s essential to understand the different types of space in graphic design. There are three main types of space in design:

1. Positive Space

Positive space is the area taken up by the subject matter of your design. Typically, this is the space around and between the elements of your design.

2. Negative Space

Negative space is the area surrounding the subject matter of your design. It’s the space that’s left over after the positive space has been filled.

3. Neutral Space or White Space

Neutral space, often called white space, is any space that doesn’t fall into the positive or negative space categories. It’s typically empty space that doesn’t add or subtract from the design.

Tips for Using Space for Better Brand Designs

Effectively using space in your brand designs can be tricky. But with these tips, you’ll be able to create well-designed brands that are both aesthetically pleasing and functional.

1. Use white space to create a sense of hierarchy

White space is a powerful tool that you can use to control the hierarchy of your design. By strategically placing elements in positive or negative space, you can control how your audience views and processes the information in your design.

One example is to use more white space around the most important elements in your design, or what we may call active white space. This will draw attention to those elements and make them stand out from the rest. Passive white space, on the other hand, is the white space that surrounds less important elements. This can help create a sense of balance and order in your design.

2. Use space to lead the eye

The way you use space can also influence where your audience looks first, second, and third in your design. By using more space around certain elements, you can lead the eye to those areas first.

An example would be to use more space around the headline of a website than the body copy. This will make the headline stand out and ensure that it’s read before the rest of the web copy.

Image courtesy of MailChimp

3. Use space to create a feeling

Space isn’t just about the visual aspects of your design. It can also be used to create a certain feeling or atmosphere.

For example, using more space around the edges of your design will create a sense of openness and relaxation. On the other hand, using less space will make your design feel more intimate and cramped.

4. Use different types of space

Different types of space can be used for different purposes in your design. For example, you might use positive space to highlight the most important elements in your design. And you might use negative space to create a sense of balance.

The key thing here is to experiment with different types of space and see what works best for your design.

5. Be intentional with your use of space

As with all aspects of your design, it’s important to be intentional with your use of space. Don’t just add or remove space because it looks good.

Think about the purpose of your design and how space can be used to achieve that purpose. Then, use space in a way that’s intentional and purposeful.

Make Your Brand Designs Stand Out

Space is a vital element of any brand design. When used correctly, it can make your designs more aesthetically pleasing, functional, and impactful. So, make sure to use space intentionally and purposefully in your next branding project.

If you need any help with your brand designs, our team of experts at Ilfusion can help. We’ll work with you to create a brand that’s both unique and memorable. Contact us at 888–420–5115, or send us an email at to get started!



Ilfusion Creative

Ilfusion Inc. is a full-service creative agency located in Fort Worth, TX with talents in web, design, video, social media and marketing consultation.