I treat each project's needs individually. I tend to use colors and layout that make sense for the project needs, and I almost always use WordPress these days.
I typically work on small-scale, short-duration sites these days, though I have worked on large-scale web presence projects for clients such as Water Environment Federation, Verizon, American Bankers Association, MTV and others. (More about me here.)
The process for creating a web site usually involves the following phases, roughly in this order: