Space

It’s not what’s put on the page, but what comes off the page into the reader’s mind. Empty Space used strategically provides clarity.

Margins

Make inside margin wider than normal, just in case, to prevent the type, once bound, from hiding in the gutter.
Make top margin deeper than you think it ought to be. A generous top margin creates a relaxed feeling.

4 Principles

Four major design principles that can be memorized with a colorful acronym are: Contrast, Repetition, Alignment, Proximity. Even though they can be discussed separately really all design principle are interconnected. It is almost impossible to accurately use one without applying another.

Proximity

The importance of grouping related items. Items in close proximity to each other become one visual unit. Relating items should be grouped together while unlike items should be grouped and placed according to importance. Proximity also includes where your eye goes, where you end up, what path do you follow, and what you start looking at. There should be a beginning and an end. Its purpose is to organize and create more white space. A trick to have good proximity, "squint your eyes slightly and count the number of visual elements on the page by counting the number of times your eye stops. If there are more than 3-5 elements (depending on the piece) see which of the separate elements can be grouped together."

Use of Space

• Use space to isolate, creating value
• Use space to organize or group information
• Use more space above headlines and less space beneath them (to make headlines belong to their text)
• Don’t center headlines (looks too uncomfortable). Set them flush-left to create worthwhile space at right. The black text stands out better when it’s contrasted against larger area of white space.
• Use Space to separate components and guide the viewer

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