Turns Out Looks Do Matter

By Deane Barker on December 26, 2003

People Found to be Overwhelmingly Superficial: Here’s a summation of a new Web site credibility report. A little depressing.

The 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.

Those guys from Average Joe are screwed.