That talent must be selected with care. Define Design Strategy Get everyone on the same wavelength. Everything should be designed to please the customer. If you are setting up an entertainment site, cool is good. If your customers are going to be looking for product info, cool is very, very bad because cool is slow, and your customers may not have the very latest fastest equipment and Internet connections as a gamer would have.
Patience is very short when browsing.
Keep that in mind if you expect your site to be used. DON'T try to control the appearance of your pages in too much detail. Customers are using different browsers, they have different font settings, screen resolutions and color depths. If you try to control layout and fonts like in a printed brochure, you're in trouble. Design so the browsers can arrange pages in a way that makes sense to them.