Adjectives set the mood. If a meal is called casual, fun, festive, we don't think of six courses ending with Stilton, walnuts and port in the library. Hot dogs and hamburgers on the grill with potato salad washed down with a cold beer might come to mind. Providing a minimum of four, but no more than seven adjectives, to describe the spirit of the final site gives the developers a much clearer picture of what we want. Something dynamic, hot, jazzy, vivacious, exciting will be totally different than a design that's sophisticated, European, rich, luxurious, and strong.
Somebody has to do the cooking and somebody has to say the seasonings are just right.
It might be the same person, but in many professional kitchens someone else approves the final dishes. If too many people have a vote and a voice, content can be stalled until it isn't fresh or watered down to an offensive blandness. Too many cooks spoil the broth. And too much corporate web content ends up as web Muzak. As any camper will admit, what you can cook depends upon what equipment you have available.