BalanceA perfectly symmetrical piece may have no focal point because each element is equally emphasized. Radial balance generally draws the eye first to the central point in the design. ProximityA part of the design that is isolated from other parts can become a focal point. AlignmentThe eye is naturally drawn to a point in or near the center of a page, giving elements in that area perceived importance. RepetitionRepeating an image or a word can establish its importance. ContrastSet words or phrases in a contrasting bold type or italics to give them emphasis. White spaceUse white space to isolate elements and give them emphasis.

Structuring the site on paper before starting visual design is a critical step toward effective presentation of content to your intended audience."