Good designers consciously work with the empty space to establish contrast /or to create drama. When the empty space is used intriguingly, it becomes foreground as if transforming the emptiness into a positive shape. Consequently the positive and negative shapes become intricately linked as seen in this cleverly designed poster to support centers for helping victims of sexual assault in Israel.
A product is bought to be used. It has to satisfy certain criteria, not only functional, but also psychological and aesthetic. Good design emphasizes the usefulness of a product whilst disregarding anything that could possibly detract from it.