Since hot air rises, case's airflow rule of thumb is: front & bottom - intake; top & rear - exhaust.
About airflow pressure (positive, neutral and negative).
There are pros and cons with positive and negative pressure and i'll explain what those are.
Positive pressure (higher air intake than air exhaust)
Pros
Less dust enters the system
All case openings contribute to getting heat out
Cons
Less cooling than negative or neutral pressure
Can create stagnant air inside the case which causes internal temps to rise
Negative pressure (higher air exhaust than air intake)
Pros
Better cooling than positive or neutral pressure
Amplification of natural convection
Cons
More dust enters the system
All case openings contribute to the air intake
Neutral pressure is between the two above.
Further reading about setting up airflow:
http://www.tomshardware.co.uk/faq/id-1858957/airflow-101-setting-fans-keeping-computer-cool.html
I run my Skylake and Haswell builds (full specs with pics in my sig) in negative pressure for optimal cooling. Since i have all intake holes and grilles covered with Demciflex filters, there's no problem for dust entering my systems.