As with any design effort involving branding, web design must:
Match the brand Appeal to the target audience(s) Reflect the audience’s perception of the brand
If your design doesn't look better than that of your competition, you've got a problem. Perception drives a visceral response, and web design quality directly affects a visitor’s perception of a company's professionalism and the visitor’s interaction with the site. Apart from mandatory brand attributes and elements, web design demands its own set of specific requirements: