While there are certain elements of web design that will need to be observed in every competently designed page, there are other choices that are merely stylistic. While you need to have your website intuitive and efficient, you can still make impactful decisions that are based on the image you are trying to project. When looking to decide on a style, here are a few ideas that might help you to make a decision
If your business model or product can be easily described or represented through a theme, this can be a powerful option. For example, if your business is focused on ecology or renewable energy, a theme involving plant life, natural colors, and lifelike elements can help to represent to your visitors the things that your brand represents. Natural colors, and cartoons or photographs of nature can help to create a lively, sustainable feel. The incorporation of vivid imagery and interactive elements can help your website seem to come alive itself. But there are many other types of themes. The key to themes is that they are typically most effective when you have a specific culture or demographic that you advertise to. If you are a veterinarian, it is appropriate to use an animal theme, because your clients likely care about animals. If you sell perfume on the other hand, this could create confusion, and will only appeal to a subset of your customers.
Choosing a Style
If you do not have an easy theme which represents your products or message, you can choose a theme that will help communicate a different message to your clients. Picking a style here is less about a theme for your customers to engage in and more of an opportunity to subtly influence your customers. A crisp minimalist design sends a much different message than an ornate and richly textured motif. The design is more about cultivating a mood or impression. Do you want to appear efficient and competent? A clean, minimalist aesthetic with stark black and white contrasts, no extra lines, and smooth transitions can help to send that message. Do you want an appearance of elegance, age, or class? Themes that include images of décor, or that have imposing and impressive style can help to convey the message to your customer that you are experienced and can provide the highest degree of service. Look around, and find a style that sends a message.