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I just read this old post from Kathy Sierra and it strikes a real chord with my experiences over the years.

When we do highly polished Photoshop visuals everyone starts going into great detail about tghe font size/colour - ignoring the fact that the user journey has been ignored!

Or we present a wireframe and everyone says they are worried about the production values??

Have a read of the article - it’s all about setting / agreeing the expectation levels.

http://headrush.typepad.com/creating_passionate_users/2006/12/dont_make_the_d.html