The strength of an aesthetic is not just demonstrated through its use, but also through its non-use. The aesthetic I use to praise the white perfume package is the same aesthetic I use to criticize the flowery packaging. We all incorporate an aesthetic into our system of taste and identify our own particular range of distinctions to represent us. This we show to the world in all that we own and all that we produce. By constantly producing and therefore reinforcing good taste design we are perpetuating the differentiation with bad taste.
White space is our tool.
White space is the absence of content. White space does not hold content in the way that a photograph or text holds meaning and yet it gives meaning, through context, to both image and text. In fact, white space can make or break the effective transmission of image or text. The third wins every time. The asymmetry symbolizes daring and innovation while still being safely within the Modern semiotic code.