[D856C]

If there isn't a "reason why" for using the waterfront - boat photos, there isn't any design concept.

You have to relate the composition of the photography to the message you're trying to get across for there to be any kind of concept. Then you can advance to the next stage: Does the design concept work?

"Whatever Floats Your Boat"
The default concept -- I call it a theme -- is whatever floats your boat. One web design firm uses a lone tree on a grassy plain ....why? Because they can.

....Whatever floats your boat.

Another site, for a business consultancy used a beautiful flash header on the theme of "balance." The header actually used the word balance in the animation. However the text never made one mention of balance in the body copy. This turned what could have been a design concept into a superficial gimmick.

....Whatever floats your boat.

A design concept is where you pick up the concept of balance and weave it into the business philosophy. So, for example, you talk about what in the business world is out of balance, how the business consultancy detects imbalances, and what their recommendations do to restore balance.

Otherwise we're devolving into "whatever floats your boat." And that is a depreciating asset. And that's why people think they can pay $50 and lower for web layouts.

FYI: Another term for what I just outlined is called Branding. And not one out of fifty designers know or understand whatever floats your boats designs aren't branded just because they're aesthetically pleasing.