Pay attention to negative space for it is misunderstood and is left for granted.
What is Negative Space?
Negative space, also known as whitespace, can be loosely defined as the area of a page not occupied by content. More appropriately, it is the space between specific items on the page.
Negative space does not have to be white, or even solid in color. It can contain gradients, patterns or background objects.
Negative space has nothing to do with minimalism. Take graphic elements and arrange them in a composition that functions in a attractive way. The relation between each space must work in a way that would lead the eye all around the composition of the page.