design trumps content

I knew it. And now studies prove it. Consumers don't really look at the quality of information on the web...they make their decisions based primarily on how it looks. Consumer Webwatch has released the results of two surveys--one from Stanford's Persuasive Technology Lab, one from Sliced Bread Design, both showing that:

people claimed that certain elements were vital to a Web site's credibility (e.g., having a privacy policy), but our most recent study showed that people rarely used these rigorous criteria when evaluating credibility (e.g., they almost never referred to a site's privacy policy). We found a mismatch, as in other areas of life, between what people say is important and what they actually do.

Okay, this is where we all gasp in surprise... A gap? Between what people say is important and what they do? Say it's not so!




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This page contains a single entry by Liz Lawley published on October 29, 2002 11:11 PM.

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