White space affects the overall look and feel of the web design and if used effectively, it can really enhance a web design and increase its effectiveness a few notches. Here clarify this point that white space does not necessarily need to be white. The ‘white space’ term simply refers to empty space on a web page. White space was considered to be as wastage area of a web page by some web designers but now it has all changed with Web 2.0! Now more and more web designers use white space to give balance, proportion and contrast to a web page.

Appropriate and effective use of white space makes things seem more elegant and up market in any web design and establish strong brand identity and leave a great and lasting impression on the viewer’s mind. This design element is used very effectively by bigger brands in their ads and websites.