The character of empty spaces: implementing character of things into graphic design

Abstract: When working with graphic design and typography the empty space between thegraphic elements is vital when obtaining balance in the form. Certaincharacteristics are often (if not always) used when deal- ing with visualcommunication. A graphic product can be perceived as luxurious, cheap,masculine, feminine etc. Can character be assigned to empty space?To answer the question, four theories regarding character of things from thedomain of Human Computer Interaction (HCI) are used to see if they arepossible to use in graphic design.Ethnographic studies, based on a loosely structured approach, semi-structured on site interviews, and observations were used on two dif- ferentsettings to establish how space is used and how it affects the character ofthe material. The data that was gathered clearly shows that character cannotbe applied to space itself since the space is dependant of the relations with the surrounding objects.Character can however be applied to space and graphic elements as a unity.Assigning character to graphic material can assist in generat- ingexpectations with the receiver of the visual communication. The character ofthe product can act as a context where the appearance of the product can beinterpreted. As graphic design is static, character in graphic design cannotgenerate explanations. For the same reasons character in graphic designcannot act as a schema for normal func- tioning.