A good distinction in design work. Like the difference between user interface design and graphics design ...
"By now it’s apparent that I’ve split us, the creatives, into two camps—and equally apparent that I prefer to wear Realigner team colors. Allow me to indulge in team bias by comparing the two.
The “redesigners” -
The Redesigners often rely on emotional responses to aesthetics in justifying a redesign. You’ll typically hear statements like these:
It’s been 2 years since our last redesign. Our current stuff just looks old. A redesign would bring new traffic to the site.
Too often, look and feel, color scheme, layout, and identity are presented as solutions to problems discussed in these conversations long before regard is given to other less-aesthetic issues that may very well be the root of the problem. The old warning against treating symptom rather than cause comes to mind.
The “realigners” -
In direct contrast to the Redesigners, the Realigners cite strategic objectives and user needs as reasons to consider a site overhaul:
Market trends have shifted. Should our website be adjusted accordingly? Our users’ needs have changed. Do we need to adapt? We’ve added 3 new sections and a slew of new content to the site over the last 12 months. Are we presenting content as effectively as we can? Our current website does little to convey the strength of our product offering. Does our online presence enhance or devalue our overall brand perception?"
continued ... (Via A List Apart: Articles) 
Realigned Web Page.