Art and directing it (for the web)

So in doing some initial reading I love the first lines off of the site binarymoon.co.uk which is

 "What is 'Art Direction'?
To be perfectly honest I have no idea where the phrase comes from, but I assume it's some sort of carry over from the print industry. What it means (on the web at least) is taking normal, generic, content; and then giving each page a different, more artistically/ design oriented, layout."

Directing art...sounds tricky to me, and it is. To me Art Direction on the web is how you or the designer, or you the designer in some cases, point to the direction of how things should look, the feel, the color. It's picking out the overall look and feel of a website. It's close to design, like graphic design, but for a web based media in which  most people are pulling towards. We have to make pages interactive, fun, and less text heavy. There are several different ways a web page can be viewed, and due to that there are so many ways we have to think about how to adjust our designs accordingly. I personally like the idea of the web, and I will definitely be attempting to delve into web design as much as I can and seek the possibilities.