Krug says,,,,

Create visual hierarchy
According to Krug, website visitors should distinguish between the site’s most important feature and the less important features just by looking at it. Usually the most important feature is placed closer to the top of the page, is bolder, bigger and or in a different colour to the rest of the site’s features.

This website is unable to tell me where I should be clicking first and where to click second. It holds a list of identical links that annoyingly expands and reveals a little image alongside a description and other links that the user would not expect them to be there.

http://www.brown.edu/