The most important aspect of successful web design is relevance. The look and feel of the website should match the industry or sector the website resides in.
For instance, it would not make sense to create a website for an “old-world” Italian restaurant, using metallic gradients, hues and futuristic icons. It would be more logical to use realistic elements; dark wood to represent the paneling, old brick textures to represent the brick ovens and checkered patterns to represent the traditional table linen. By considering these details before beginning the design process you can save many wasted hours.