Alternating occurrence of form and space is known in the design world as rhythm, one of the secondary principles of design. Often confused as a pattern, rhythm can be established using any element of the design. To create rhythm using text, a designer can alternate color every other line. With graphics, a designer can alternate shapes throughout. Rhythm is used in design to create unity as well as movement.
As explained in the previous Design Principles post, I have made a layout to give my audience a real-world example of each principle. In the layout below, you will see how the shapes use rhythm to create a sense of movement. The alternating colors within the the emphasized text is also using rhythm.