Are you sure that all of your website visitors see the same thing when coming to your URL? There are many different viewing possibilities such as browser, screen resolution and individual PC color and contrast settings.
Color schemes, font size, layout of pages, and navigation structure must be consistent throughout the site for the benefit of both humans and those search engine "tigers" that we want to keep well fed at all times!
Finding the best domain name (web address) can help you achieve higher search engine ranking. You may want to use both a long and shorter version of your URL.