The simpler your navigation is, the easier it will be for your visitors to find what they want. The simpler your purchasing instructions are, the more people will buy. The simpler it is to find your website, the more people will. And the simpler your website is designed, the more people will understand and act on your message.
Many companies look for a great graphic artist to create their website.
Fancy graphics won't sell your products or services - text will. Your words, the benefits and features of your product, are what will sell your visitors on your products. You don't need fancy navigation buttons. You don't need graphic backgrounds. You don't need graphics to decorate your homepage like Christmas tree ornaments.