A visual message should have conviction. In Web page graphics terms, it should not be weak or wishy-washy. The default Web page black type on pale grey background may be perfectly readable, fine for academic papers and it does have a degree of no-nonsense honesty but in 'image' terms it is dull, uninviting and lacks personality. This Web Page Design for Designers site could easily have been treated in such a straightforward academic style, there are even a few people who would prefer that it was, but that would be missing the point that it is about graphic design - and communicating with conviction. This has the inevitable effect of polarising reactions but that is only to be expected.
Consistency Having created a strong personality for a Web site, it has to be applied consistently.
Telling the same story over and over again in the same way strengthens the message. Any deviation or inconsistency is like removing the can of beans at the bottom of the display pyramid and has the effect of destabilising the whole structure. Consistency of personality also has the effect of creating predictability and trust. After watching the Simpsons for years, you know how Homer is going to react to a given situation and because you are 'in-tune' with it, it is comfortable and even funnier. You will have a pretty good idea of what the front page of the next issue of your favourite newspaper or magazine is going to look like.