"Positive space refers to places where visual information is, and negative space refers to where it isn't. Balancing a page by weight does not guarantee a balance in positive and negative space. In fact, other principles advocate limiting the amount of information on any one page, and so it is common—and often desirable—to end up with a design that contains more negative space than positive space. Balance can still be achieved if the positive elements are properly "grounded" (as by the vertical white bar to the left), and not freely floating in a sea of negative space."
Negative space may be most evident when the space around a subject, and not the subject itself, forms an interesting or artistically relevant shape, and such space is occasionally used to artistic effect as the "real" subject of an image. The use of negative space is a key element of artistic composition.
The use of negative space in logo designs can also give logos a subtle third dimension, creating a layered look. The best example of this would have to be the FedEx logo. Visit www.fedex.com and take a close look at their logo. Have you ever seen the hidden arrow found in between the letters E and X? If you haven’t noticed it before, then you’ll never look at this logo the same way again. The hidden arrow portrays the speed and precision of the delivery service in a creative, simple, and clever manner.
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