White space
also: negative space
White space is the empty area around and between elements. It is not wasted space: isolation is one of the strongest ways to raise an element's visual weight and pull the first fixation toward it.
Crowded layouts flatten attention — when everything competes, nothing wins, and the eye bounces without landing. Space around an element removes competitors and makes it dominant, which is why generous white space so reliably lifts a hero's attention score.
The trap is confusing 'clean' with 'effective': a beautifully spaced page can still send the eye to the wrong element if that element is the heaviest. Space amplifies whatever it isolates, so isolate the message, not the decoration.
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