Balance is an important principle because it keeps your page not only looking professional, but it creates an easy pathway for your audience to view your message. 

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Balance occurs when the sides of your design match.  They do not have to be perfectly symmetrical, at all times, but you do not what your design to have a heavy weight on the left side with nothing to anchor the right side of the page. 
There are three different styles of balance.  The first is symmetrical balance.  This is the equal visual weight on both sides of your design.  Much like an equal sign, the design has a clear level of organization that creates an even tone throughout the page.  An asymmetrical balance includes a design that isn’t equal on both sides, but balances out by using coordinating elements to create a balance in the design.  The final method of achieving balance is by using radial balance.  Radial balance is achieved by creating a circular level of organization in your design.  It can create flow as well as combine the usage of shape to complete the balance.  The important thing to remember in radial balance is having an anchor point.  Your design needs to have a central focus that allows your eye to return to. ("A Graphic Design Primer, Part II: The Principles of Design.")