lucy24 - 8:01 pm on May 8, 2011 (gmt 0)

Delayed answer:

Ask yourself: have you ever gone to a web site that is so cool looking you simply had to go back regularly just to bask in it's coolness?

No, but as a user I have often landed on a site that looks so horrendous-- sometimes to the point of being physically painful-- that I left instantly, without lingering to find out whether the site contains the information I'm looking for.

Advice to young designers: Ask your (grand)parents to look at the site... unless you are absolutely certain nobody over 24 is interested in your product. If they flinch visibly, better rethink the design.