When you are organizing the layouts of your web page, consider the visual flow, which should guide your web visitor from their point of first focus to your message. For instance, if you are putting an animated banner with dark color, use static and lighter colored content below it, helping your visitor to first focus on your banner and gently scrolling down section by section so none of your content will be missed.
If you use a similarly dominant element like a crowded and heavy picture on the bottom of the screen, visitors would most likely focus on the banner then directly to the picture, making them undecided on what to focus next.
They can become lost in your page, lessening their interest and attention level - which proves to be a costly mistake in delivering your message. Use contrasting BUT complementing elements and colors, but don’t apply too much variety- or this will happen!
Contrast will separate your content from the design, while complimentary elements will reduce your visitor’s conflict for attention. These should help them to effortlessly absorb the content of your website one by one - making your site browsing not just enjoyable, but effective as well. Look at how this site use a banner, large vertical top sections with icons, a small row of images and decreasing size of texts to guide your attention flow.
