This is ad number two. Keeping your web site simple doesn't necessarily mean that you are shortchanging your visitors. Things like simple navigation and simple graphics actually allow more visitors to view your web pages and help to keep them there because the pages load faster. Be consistent with the way you have people navigate your site. Use the same format for all of your pages when possible.
Most people like to be able to figure out the web site's navigation system in short order.
If it takes too long for them to figure out how it works, they will look for an easier web site to navigate. With the millions of sites available for them to go to, you need to make yours appealing to the web surfer that drops in for a look. Creating simple graphics does not mean that the graphics can't be fancy or appealing. Using the same graphics for most pages in your web site will save loading time for the following pages. This allows older browsers and slower Internet connections to have good access to your site, and makes your site appear to load really fast on most systems.