Visual Design: Ninety-five things you need to know. Told in Helvetica and dingbats.

Chapter 2. Filling Spaces

9 Dynamic Spacing

A layout’s headline, text, illustrations, and decor can each catch, hold, and excite a viewer’s interest.

And—surprisingly enough—the spaces between and around the elements of a composition can also have an effect on its visual impact. A significant effect, in fact.

The principle of dynamic spacing is very important to recognize and heed, and it goes something like this: Variety in the spaces seen among and around compositional elements increases inferences of activity and excitement, and a lack of variety among spaces promotes conveyances of a subdued, matter-of-fact—and possibly boring—nature.

Take a look at the images and captions on the facing page. These provide a boiled-down demonstration of ...