Voltage is NOT a measure of the force -- the electric field is the measure of the force and it is related to the gradient of the voltage.Think of voltage as a force. The absolute value of the voltage reading shows the magnitude of the force. The sign, + or -, shows direction.
Furthermore, this only works if you are thinking in terms of the voltage difference between Point A and Point B. But if, as the TS is doing, you are focusing on the voltage at a given point and trying to understand what it means for the voltage at that point to be negative, this isn't a good analogy at all. If you tell me that the voltage at Point A is +10 V that tells me nothing about either the magnitude or direction of the force at that point. Just consider that you could just as easily chosen a different reference and told me that the voltage at Point A is -1000 V and absolutely nothing has changed physically and whatever that magnitude and direction of the force on a charge at that point was it has not changed one bit.