According to a recent study by Stanford researchers, overall graphic design is three times more important than the actual accuracy of the information on a website, in helping people determine credibility.
Why isn't every web design company in the world posting this data to their homepage?
The following elements come from a study conducted by BJ Fogg and the Standford Credibility Project. (That's probably not it's real name, but I'm in a hurry.) They had 2500 people take an online survey, where each person assessed two sites from each of ten different categories (sites chosen from a pool of 10 for each category). Participants reported their opinions of the credibility of each site, and researchers coded the responses into the following groups:
| Topic of Credibility Comment Incidence | |
| Design Look | 46.1% |
| Information Design/Structure | 28.5% |
| Information Focus | 25.1% |
| Company Motive | 15.5% |
| Usefulness of Information | 14.8% |
| Accuracy of Information | 14.3% |
| Name Recognition & Reputation | 14.1% |
| Advertising | 13.8% |
| Bias of Information | 11.6% |
| Tone of the Writing | 9.0% |
| Identity of Site Sponsor | 8.8% |
| Functionality of Site | 8.6% |
| Customer Service | 6.4% |
| Past Experience with Site | 4.6% |
| Information Clarity | 3.7% |
| Performance on a Test | 3.6% |
| Readability | 3.6% |
| Affiliations | 3.4% |
This justifies a pretty expensive designer, if you ask me. Amazing.