This is the third iteration of my personal portfolio website. It's not so different to version two, although it's taken as long to do as if I started from scratch. Mainly due to the enormous amount of detail work, such as rusting-up the buttons. All very time consuming!

Major changes this time include the improved look; widening of the design to fit 1024x768 screens (800x600 is get tired); and the addition of a shop. I don't expect much activity in the shop until I get some variety in there, but as a freelancer you tend to try anything once.

Design is weird. Everyone knows great design as soon as they see it, but very few can actually do it. One wise designer once said that design shouldn't even be noticed -- it's only there to help convey the message.

This raises the question: why develop new styles? Surely we could continue to rehash predictable design, and just pop in new information. That way, customers know what to expect, and the message doesn't get bogged down in superfluous eye candy.

The answer, I suppose, is that things would get boring very quickly. Just like a movie with a predictable plot, we'd all lose interest and ignore the medium altogether. Fresh design attracts attention, which is the key to getting your message across.

There's a problem with this approach: fresh design -- anything that stretches the boundaries -- can be hugely subjective... and risky. Take the new BMW design regime: some people love it to bits, while others think the lead designer should be strung up. Subjectivity rules, as BMW sales reflect.

What to do? Do we play it safe and go for the 'tried-and-true'? Or push it as far as we can before we lose our clients (and jobs)? I can't tell you, simply because everyone is different. Some clients will love your use of lime green, and others will send your proposal to the furnace.

I would encourage every young designer to be brave in their styles, but stay mindful of the stuff that's come before. You will always hit snags -- it's a consequence of people's differing tastes.

How easy it would be if everyone was predictable in their style preference... and how boring.

Starting a new design always gives me a chill -- as Aurea Harvey once said, there's a real sense of panic before you set stylus to screen. Everyone's a critic when it comes to design, and you soon learn that pleasing the majority can be very hard work.

As I become more experienced, I tend to take more notice of other designers' work. There was a time when I thought every design I did should be completely new and different -- this led to client dissatisfaction and a lot of reworking. Young designers sometimes fail to see that most clients have preconceptions based on things they've seen in the past. Stray too far from these expectations and you're asking for trouble.

Does that mean it's okay to copy other's designs? Obviously, no. Stealing a design is just that -- stealing (I've seen it so many times with this site in particular). Rather, it's the designer's job to pay homage to the work that's come before, and bend it to suit their personal style. I'm the first to admit that I spend hours looking at sites like www.2advanced.com and www.coolhomepages.com before starting a new mockup. Then I try to use that inspiration to devise something unique. Occasionally I have to go back to the source to see why theirs works and mine doesn't.

I encourage junior designers to do the same -- look at other work, find out why it's good, and make a mental note. Then read your client specs and see how you can use those notes in relation to the brief. You've got one chance to hit the mark with each client -- think hard about what you really want to say.

Above all, it should be fun. If you're struggling, just keep browsing, grab a coffee, or phone a friend. The greatest satisfaction you'll ever have is a client that wants to show off your work.