3. White Space
As noted above, the intentional use of white space is growing in popularity. In that past, white space was considered a negative visual asset and would generally be filled with text or a graphic of some kind. That type of excessive content use, however, is the reason why white space (also known as negative space) has become increasingly integral in contemporary web design. The use of white space produces a calming effect, allowing the viewer to easily digest the information on a screen without being distracted or overwhelmed by gratuitous content.