© 2019 All images by Negativ VA, s.r.o. All images on this website are legally protected under copyright law. Copyright owners are Branislav Marsalek and Michal Decker. Any use of contents of this website (including, but without limitation, any copying, distribution, reliance or any other use) are possible only after agreement with Negativ VA, s.r.o. All images were created in the years 2014-2019. Negativ VA, s.r.o. is registered in Czech Republic with registered number 067 94 483. Typeface used for this website is NB Akademie Pro Regular designed by Neubau. Negativ branding and design included logotype by Neubau. Website design and build by Erno Forsstrom. Negative afterimages are caused when the eye´s photoreceptors, primarily known as rods and cones, adapt to overstimulating and lose sensitivity. Newer evidence suggests there is cortical contribution as well. Normally the overstimulating image is moved to a fresh area of the retina with small eye movements known as microsaccades. The negative afterimage experiment demonstrates an optical illusion of a portrait of a bearded man. The proband sees something that actually isn´t there. The negative afterimage phenomenon represents an interesting analogy to company´s brand name negativ and its core business being the visualization of something (architecture) that doesn´t exist (yet). Negativ (lat. Negatum, negare = negation) Science and Mathematics. Negativ, das (german) Photography, Film (analogue photo reproduction) Geometry (flipped image) Form technology (molding) In photography, a negative is an image, usually on a strip or sheet of transparent plastic film, in which the lightest area of the photographed subject appear darkest and the darkest areas appear lightest. This reversed order occurs because the extremely light-sensitive chemicals a camera film must use to capture an image quickly enough for ordinary picture-taking are darkened, rather than bleached, by exposure to light and subsequent photographic processing.