If, however, the page already contains elements of emphasis, highlighting what is important becomes difficult since so many elements are already competing for attention. And if more and more emphasis is added in an effort to make each element stand out, the resulting design is chaotic and confusing.
People have short attention spans. Especially on the web! Once you have more than three things pushing for attention(hopefully one is the main content), you need to take a step back, decide whatâ??s the most important, and figure out what can go.