How Do People Evaluate a Web Site's Credibility?

From the abstract at Consumer WebWatch, "[t]he data showed that the average consumer paid far more attention to the superficial aspects of a site, such as visual cues, than to its content. For example, nearly half of all consumers (or 46.1%) in the study assessed the credibility of sites based in part on the appeal of the overall visual design of a site, including layout, typography, font size and color schemes." The study authors are B.J. Fogg, Ph.D., Cathy Soohoo, and David Danielsen of the Stanford Persuasive Technology Lab Read the article...

Posted by seralat at 10:16 PM on February 02, 2003
Filed in: IA - Academic Approaches