Choice of graphical face is most usually based on statistical analysis. It is crucial to understand to what group of people product or service will be presented. It is obvious that pictures of sailing boats do not sell well airplanes. Not because there is something wrong with sailing, but because airplane buyers are more interested in seeing air instead of water. Certain outlooks will not promote to certain groups of people when another will do the job much better.
Personal taste have very little to do with promotions.
After the site is created, it is time to promote the promotion. That task should be considered from the very first step and a series of interacting slogans, images and tags should be created parallel to the site it self. It is often a good idea to revise at the same time all the other promotional materials, i.e. brochures, stationary, business cards, signs, etc. to capture best features and incorporate them into one great looking company image package. Usually no results are visible within the first two or three months, then visitors slowly start to fill up server access logs. Your promotion will bring customer to your door steps.