Balance is an important aspect in graphic design. But there are times when you have to break conventions and disturb this balance to create an emphatic visual impression.

One area where you can afford to play with this concept is in spacing. The distance between texts, objects, logo design colors and other elements help trigger our minds to explore or snob graphic designs. Keep in mind that your logo design is a not a standalone graphic; it is embedded in all aspects of your marketing communication. That’s why it’s important to take note of spatial relationships.

The best way to describe the concept of uneven spacing is through visual illustration. Take a look at this business card design for Captain Electric.

To produce a strong visual impact, we divided this business card by using a block of color (blue) below. In this way, we can highlight the company logo on top and leave the details below. Imagine if we cut this business card in dead-center, it would appear really bland and perhaps kill the dynamism of all elements. Ironically, it may even appear “unbalanced”.

You can also use uneven spacing vertically. See the sample below.

Applying this concept by using a green block to divide the card perpendicularly, it becomes more vibrant and pleasing to the eyes. More than aesthetics, it directs the readers’ eyes to vital information in the business card.

This sense of uneven spacing is instinctive among experienced graphic designers. But if you’re new to graphic design, it helps to understand this concept. Spacing does not happen by accident. It is carefully arranged in the designer’s minds and translated into a engaging graphic design.