A designer communicates content through text and image as a means to create a website that is legible and has logical wayfinding. Use a consistent typeface. When you change the weight, size, or character of a font, you imply a visual hierarchy. The eye looks for similarities and will notice the differences. The longer you notice something, the higher degree of importance it carries.
Images are useful tools to identify and relate information.
Mastheads should relate from page to page yet not be identical. Background images and color can also act as visual landmarks. Use a type size that is readable on different machines. Be consistent with how the headings and subheads are delineated throughout your site. Use a comfortable line length which readers can move their eyes back and forth with ease.