When picking up new clients who want a new, fresh web design for their site, I am usually shocked by their previous design. It’s not too uncommon to come across a website that was designed for the designer, and not the client’s audience. I’ll come across a site that has feminine demographic as their target audience has a very male feel and design to it, or a site that has a masculine audience that is done in purples and pinks.

A good designer will research the site’s target audience, take a good look at the client’s direct competition, and even research other categories to help concept the best approach to meet the client’s needs, the audience’s needs, and establish a consistent brand. Design is not about how pretty you can make something look. It’s about delivering the right message to the right audience and to connect in a clever and thought provoking way to sell the message or brand.