With all the information in one place, it's time to decide on "the look" of the website. The target audience is a decisive criteria for the layout and design. A website targeting teenagers, for example, will certainly look different to a website targeting football players, lawyers or technology lovers.
The web designer will put forward some proposals (in JPG format), out of which you will choose one. It can be adjusted to respond to your expectations until a final design is agreed. Communication and trust between you and the design team is key to ensure the final mockup responds to your wishes and expectations and that it respects the know-how, skills and technical advice of the design and development team.
Once this step is over with, it is usually time for the web designer to gloat for his creativity and for the web developer to be worried that much of the inventive design will be a headache to implement.