Balsam plants grow well in both sun and shade. The best site offers some protection from afternoon sun, which may cause some browning of the foliage. Flowers resemble small camellias or the double hybrids of impatiens. Flowers are produced along the stem, but their vivid colors of pink, white, red, purple, and rose allow them to be seen easily amongst the foliage. Balsam reseeds prolifically. Plant these three flowers together, and you will have a self-perpetuating garden that attracts the butterflies.
Keep balsam plants consistently moist throughout the growing season. They will continue to bloom throughout your worst heat waves, but only if they have enough to drink. Fertilize with a balanced flower fertilizer every two weeks. The form of the plants makes deadheading nearly impossible, but removing seed heads would deny you the inevitable volunteers that will grace your garden next year.