This is more of a subtlety and goes beyond general English Language & Usage and is more about the cognitive process surrounding the use of language.
It seems like I heard once that, while it is common to say, using a phrase like "Don't forget" or "don't miss" is essentially a cognitive double negative. Consciously we understand that "Don't forget" means to "remember" but unconsciously our minds drop the "don't" and file it as "forget," thus conveying the opposite message.
The argument goes that if I tell you "don't think of a pink elephant" then you need to first think of the pink elephant before you can cognitively not think of it. Later if you recall back to the conversation you would remember it was about pink elephants and not thinking of them.