If your client say "NEED A TOTAL NEW LOOK"

Whats Gestalt Principle ?

Gestalt theory describes how the mind organizes visual data.

The stronger the clarity of form, the more effective the design.

Similarity occurs when objects look similar to one another. People often think them as a same object

How it works in real life 

Designer send his mock up to the client and asks him for review, the clients is notvery much pleased with the design and ask for total revamp

then the designer works on overall look-up and finish and minute details of the design without changing the  layout and again send it to client 

Now the client says he did see much of any change from the previous design 

When ever we see the design our brain sees the overall shape and layout  then it tries to focus on details

As a designers taking keen interest on tweaking Drop shadow, cured edges, and other minor details will be of no use if the over all shape is not changed of the  second iteration as in above case

So if your client was asking for a total revamp or total new look , its your responsibility to see the overall layout changes so that he is falling for your work