Timeless Web Design

I've found that it's hard to explain to my clients that most of our designs are timeless and they don't follow the trends. They are usually asking for some decorations and they don't concentrate on the content. This article might help my frustration.

http://www.usabilitypost.com/2011/03/17/redesign-disease/

Think of the water container as content, and water as the design. It fits perfectly, and adapts to all changes. Water design is timeless because it doesn’t try to make its mark, it simply embodies its content. It’s beautiful exactly because it expresses function with such seeming ease.