A web page consists of elements that directly attract visual attention towards itself in the eye of the viewer. Each element has varying degrees of exertion of such a power, but in general, the more this power is exerted, the more visual attention is directed toward that particular element. These elements also have other forces that suggest to the user where they should look next, thus helping guide their direction of vision. This force is referred to as “visual weight”, and guides the direction of vision as “visual direction”. These concepts are important in thinking about user flows, rhythms and balance in a website’s layout.