As a designer, the best you can do is consider the natural tendencies of readers, and try to use them to your best advantage. Eye movers include white space, the path made when scanning graphics, direction of tilts and placement of color. See how the shape of the orange on page 23 leads or points to the headline. In a balanced, or formal, layout the center of any element is placed in the center vertical line, or it has a mirroring shape to balance left and right. It's easier to attract the reader's eye with informal balance.
Shapes are more dynamic and exciting, and the overall effect , more forceful.
Color Balance Balance also includes the placement of color. This would cause the layout to look lopsided. The placement of layout elements as well as the elements themselves can create a sense of movement. 3D graphics move up off of the page. Sometimes graphics are repeated to suggest motion.