Moving onto structure and how to utilise it for good web design we have visual hierarchy.
Visual hierarchy is a fundamental principle for strong website design here.
The key thing to remember here is that different elements of your site are more important than others.
Important elements may include value proposition, lead form or call to action.
You should then place these elements on your page in order of importance in relation to your business objective. (Having a strong business objective is vitally important).
You can arrange your important elements by using different sizes, colours and contrast as well as imagery, typography, texture, style and white space.
The key point of visual hierarchy is to direct visitor’s attention to your important elements using the above techniques.