The goal of visual design is to communicate. How you organize and prioritize your elements conveys valuable information about their relative importance. Visual hierarchy aids comprehension, reinforces your message, and guides your visitor through your story.
“Happiness is not a matter of intensity but of balance, order, rhythm and harmony.”
— Thomas Merton
Balance is important in life. Work and play; diet and exercise; yin and yang. A beautiful face is often a matter of the right balance of features. Balance is also a very important design principle. It will help you create an aesthetically pleasing whole and help you better control flow in your designs.
I’ll leave it up to you to find balance in your life. You can read this post to find out how to create balance in your web design.
Color is the most relative medium in art
We all perceive light and color differently. What you see as red is different than what I see as red, though we’ll both call it red. How color affects us and how we react to it is also different for each of us. Color is relative.
People are physically, psychologically, and socially influenced by color. Color has been found to have connections to health and it can help set the mood through which your designs are seen.