Our work is about more than just creating a "nice" web page. A website design is the first thing a visitor sees but they also notice quite so quickly if the page is thoughtful and user-friendly. Or rather, if the page is not thoughtful and user-friendly. When a page works as intended, we will not think of it. Instead, we are annoyed when the page is difficult to navigate or missing what we expected and it does not matter how stylish the design itself is.
To avoid this, a deeper analysis and planning of the site, its purpose and its visitors is required. Then it is also easier to see which costume the website should be in.