December 17, 2002: How Do People Evaluate a Web Site's Credibility?

"When evaluating the credibility of a Web site, participants commented on the design look of the site more often than any other Web site feature."

Take that you usability hardliners!

To be fair, the study also found that "After Design Look, the next category that people commented on in assessing credibility was the structure of the site's information." (thanks, Susannah)