" There’s a concept in graphic design called negative space. It’s all the spaces where you haven’t put something. If I draw a figure eight, for example, the negative space would be the two holes and the space around the outside of the lines. A good designer can use that to advantage. If you’ve ever looked at the FedEx logo, the negative space between the E and the x forms an arrow pointing forward. It isn’t always your friend. I once did a design where the negative space… well, let’s just say it had a certain male anatomical quality to it. Sometimes when you’ve stared at something for too long, you miss the really obvious. "

― T. Kingfisher , The Hollow Places