The performance and functionality of a website are crucial to its success but the look and feel of the site is how businesses and brands differentiate themselves and express their value. If your functionality is unique and in demand, it wont be for long and sooner or later a significant proportion of your customers are going to judge your offerings by their appearance.
http://magento.com/blog/best-practices/lifestyle-branding-lifelong-customers-part-1?mkt_tok=3RkMMJWWfF9wsRoju63Kde%2FhmjTEU5z16uokXaOg38431UFwdcjKPmjr1YYCRcVmI%2BSLDwEYGJlv6SgFSbnCMaV41bgFXBY%3D#.UzxpgB8uqal
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