I’ve talked about simple looking logos making lasting impressions. A way to make a great impression visually is to understand and utilize the power of negative space.
Creativity in Composition.
Negative space is the space between and around objects. Rubin’s face – an optical illusion- showcases the power of negative space.
You can choose to see the vase or the two faces looking at each other. Our brains are made to make sense of the things we see. Your mind is choosing whether to pull from the foreground or the background (or both) to determine what it recognizes. The relationship between the visuals we see and how we interpret them is fascinating. As a designer, it would behoove you to study and experiment with that relationship to produce unique brilliance.
Designing a great logo takes talent. Creating one that plays with the mind of the viewer adds an extra layer of wonderment. You can use negative space to hide in plain sight or complete a visual concept.
Here are some examples of negative space usage:
Doing only what is necessary.
As a designer, you want to get the point across with least amount of strokes, shapes, and lines as possible. My favorite logos are the ones that are the most efficient in their composition. You could be using this technique to get multiple shapes out of one mark. You could be needing the background to play a part in the visual to limit the amount colors needed for a shirt or print or a stamp.
“Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.”
-Antoine de Saint-Exupery
Well designed negative space designs are the result of worthwhile pursuits. They keep what is absolutely necessary to capture the essence of a brand and its message. You don’t want a design that is too busy. Use all the visual tools at your disposal to get your message across in the most aesthetically pleasing way possible.
The Art of Negative Space by Tang Yau Hoong
Negative space: 30 brilliant examples http://www.creativebloq.com/art/art-negative-space-8133765