Have your design consistent with the look and feel of your industry. An inconsistent design may cause mistrust from customers, turning them away to look for a more seemingly reliable company. If your company services kids, then your design can be playful or whimsical. If it service women, make it elegant, classy or shabby chic (still depending on the specific personality of your women audience). If you are in the B2B, financial, medical or military industry, best stick to classic, business-looking design.