it doesn't matter if you're black or white...

The reading that really jumped out at me this week was the one on Whitespace. Even though the analogy of the river was corny, it really did make perfect sense. The space around the text and pictures helps guide the eyes throughout the site.

The Black Estate, which is a winery in New Zealand, uses white… well in this case black space… to create invisible signals that lead the viewer’s eye through a design.

Notice how you are immodestly drawn to the word Black. This is an interesting play on words too since the text is actually white. The black theme is felt throughout the webpage due to the creative use of space.

The website is presented in such a simple way. It is very easy to locate what you are looking for. Your eyes are guided from wine bottle, to title, to description and on to the next. Clear simple layouts make it easier for the eye to work

If you are creating a webpage for a client, if you are hired on by a company to create a website, keep in mind that this website is a direct representation of the brand. Every time someone goes to that website, they are taken on a journey into who the company is. The Estate Black website designers do a great job of using the whitespace to create a feeling of sophistication and elegance for upscale brands.