Space - the white and negetive kind

An element in design that is a very important part of your creation and is definitely not considered enough. This element is white or negative space. Negative space is all the space within a pictures borders that is not the subject. The borders of any picture form a frame. Within that frame, your subject is considered the positive area. Anything outside of that is called negative space.

Negative space should always be taken into account in your design and is not used enough to help your designs objectives, well at least not on purpose most of the time.

I came across this site while searching for logo's but it was too good not to share this - its some of the brilliant work people have done over the years of logo's but with negative space. Amazing minds out there and definitely tough competition.
http://www.logodesignlove.com/negative-space-logo-design

An example of negetive space - do you see it?

'Is is a vase or two faces?
The classic example of negetive space or shapes is the brian-teaser where depending on how you look you see either a vase or two faces'

http://painting.about.com/od/paintingforbeginners/ss/negativespace.html