The look and feel of your website, marketing, and even your corporate ID should play toward your intended customer. Design is subjective but there are basic design elements that evoke different feelings in the viewer. In this case you need to know who that is and what feeling you wold like to evoke. With advanced technology it is much easier to determine who is viewing your digital media and even some print media. This helps you find out who you are serving and what they like. You may think you know who your audience but often it may be a surprise.