If what they want is not available in a few clicks they will look elsewhere. Don't market to individuals, market to groups. Make sure your design appeals to as many people as possible. Dr Jones is a woman. Use gender free language.
Colours mean different things to different people.
Read up on colour usage in web design in the article following this section. Don't mention religion, race or any other personal issues if at all possible. You will always offend someone. Make sure your customers can read your language. If fifty percent of your visitors are from Germany, consider offering a german site.