While being aesthetic, products should still be unobtrosive - in terms of web design:
content is king,
Products fulfilling a purpose are like tools. They are neither decorative objects nor works of art.
Their design should therefore be both neutral and restrained, to leave room for the user’s self-expression.
As a result we may come to the conclusion that good design is as little design as possible.
After all the less fancy effects are used for a website, the less fashionable it is likely to look in 10 years.
Does this mean i only create simple websites?
No, even though they may purport to be "simple". that is what is called unobtrusive - finally your visitors should remember what you offer instead of glossy buttons and fancy colors. at the same time they should find their way and feel comfortable. to neglect latter would be a bad mistake as well:
The aesthetic quality of a product is integral to its usefulness because products we use every day affect our person and our well-being.
It may not be a rational decision (design works
on an unconscious level), but if a user is confronted with a horrid design he most probably will not even take a closer look at your product.
To sum it up: good design accentuates a product by creating a unique and pleasant look and feel and enhances it by increasing usability. It does so subtly without upstaging functionality.