Using the proper typeface, font variations, and layout structure all add up to a good flow of information on a page. Using the right placement of white space will also add to a smooth flow. If any of these aspects is out of place, we run the risk of the message not getting across.
The designer of the layout is not always the best one to judge if the flow delivers the right message as they are too close to the topic. To test the flow, use a sample group of the target audience and request that they provide feedback on the design. Listening to what they have to say, and implementing a few of their ideas, often leads to a good design that delivers a clear message.
As we have talked about, there is always room for innovation and creativity. Just be sure that you test the design out on a wide audience.