No subject

> 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.

Also interesting is this:
> We found that when people assessed a real Web site's credibility they did not
> use rigorous criteria, a contrast to the findings of ConsumerWebWatch's
> earlier national survey, A Matter of Trust: What Users Want From Web Sites,
> released April 16, 2002. In this poll of 1,500 U.S. adult Internet users,
> people claimed that certain elements were vital to a Web site's credibility
> (e.g., having a privacy policy). But this most recent Web-based credibility
> 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.

Anyhow, both of those plus a big bunch of other designing trust links are on
the IAwiki at http://IAwiki.net/DesigningTrust

e.