Thanks for another great post! It's so refreshing to get “real life” testimonials from people who “get” it. Sunni's work really is spectacular! I'm not surprised that she gets compliments from all over the world.

Regarding Joe's comment, how ironic that a landscaper would send a marketing piece that is “visually challenged.” Of course it's important for all types of businesses to consider the visual impact of marketing and print, but I believe that it's especially critical for any business whose product or service is primarily about making a visual difference in their customers' lives. Examples include graphic designers, architects, landscapers and many others. Seems like the landscaper Joe mentions really missed an opportunity to connect visually with potential customers.

Another important element I'd add to your list is appropriateness. Sometimes customers see a website they like and want one just like that for themselves. That's when we go to work trying to explain why it's not appropriate for their objectives. Of course, that's not always easy to do.

Case in point: I once received a mailer from a local landscaping company just before the holidays. On the face was a black and white photo, with black and a very dark green thick border around the photo and type. I thought it was a holiday greeting from a funeral parlor! The colors looked okay, but they weren't anything to convey the joy of the season, especially from a company that deals with colorful flowers! Inappropriate color choices. Seeing an opportunity, I took the mailer to the landscaper and tried to explain why this design wasn't the best choice for the brand image I knew they were trying to get across. They threw me out
But the point is, like in print, appropriate design elements are necessary for good, eye-catching website design too!