On the Web design is all about personality. What do the golden arches of McDonald's say to you? A golden yellow M can bring to mind for me hot French fries, chocolate malts, and a Quarter Pounder (with cheese, of course). When you see the trademark blue slash you don't even need to see the name to know this means Nike. Personally, I've always been fond of those nifty (and quite useful) multi-purpose pocket knives. But then even that bright, stately red coupled with that single white "+" says it all - Swiss. Is personality important to you? Do people remember your site once their gone? Sure content and products are the main purpose, but what about style? Remember, human beings are visually-driven creatures. Take a lesson from the big boys like Swiss and Nike; image is everything.