4.4
COLOUR
WHITE SPACE
When we talk about the use of colour in our
identity it’s essential that we talk about the
importance of ‘white space’. In layouts and
photographic compositions the deliberate
inclusion of areas of white or ‘non-filled’ space
provides a sense of calm and confidence, and
a canvas against which the other brand colours
have greater impact.
White space doesn’t have to be pure white.
The term also refers to areas of muted or
neutral tones in photography as shown in
the examples right.
The most effective way to create white space
is to limit the words and images you use. Only
place into layouts those elements that most
powerfully support the communication.
White space should never appear wasteful and
layouts should never appear ‘empty’. Consider
the way elements are used to create a sense
of balance.
White space in photography
White space in composition
MEDICLINIC BRAND GUIDELINES | BASIC ELEMENTS | COLOUR
‘White space’ also refers to
neutral areas of muted tones
CONTENTS