It’s hardly changed at all since 1998. (I should be so lucky.)

My first question, when somebody tells me they are “updating the look” of their newsletter or web site, is why?

If you have a coherent answer – new strategy, new audience, new focus, whatever – that’s fine.

But if you are changing just for the sake of changing, keep in mind that familiarity is a valuable marketing tool. 

Make sure you are changing for a good reason.