Looks counts

A couple studies by the Stanford Persuasive Technology Lab and Sliced Bread Design show that people relied heavily on visual appeal in deciding credibility.

• People said they judged web sites' credibility on non-visual factors.
• In the study, trust was actually associated with a "professional" look.
• Once satisfying the user's criteria for a professional look, visitors used other aspects of the site in evaluating credibility.

The studys' authors say that this shows a need to better educate people to be careful not to place too much trust in sites solely based on "looking good".

On the other hand, it also means that even church web sites will be "graded" by visitors based on looks. Look unprofessional and suffer the consequences.

• Read more about how people evaluate a web site's credibility