Once you have your web page laid out logically, you need to consider your formatting choices for the page and for your text.
Rule #1: Text must be easy to read.
Several page properties must coordinate well in order to follow Rule #1:
Background color or image
Default color of text
Colors for links: not visited, visited, hover, active
For text that needs a special look you must carefully choose:
Font
Font size
Color
Other CSS properties