People judge credibility first by appearance THEN by other criteria. It’s true, and it may sound shallow, but it’s the way things are. My wife and I were looking at web sites produced by non-profit organizations in our area. Most of them are atrocious. Good services? Maybe. Good communication of those services? Not really. If they don’t care how their information is presented, why would they care about serving me and my family?
So, how’s your web credibility? Take a look at this article from Consumer Reports about how most people judge a web site’s credibility and then rethink how schools, teachers, churches, non-profits, and businesses present themselves on the web.
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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.
- Why do schools and teachers continue to produce sub-standard web pages if parents, students, and the community don’t find a bad website credible? – post by j_mart11
- However, this study did not include school websites in the study, although it did use “nonprofit” organizations’ websites. – post by j_mart11
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Participants seemed to make their credibility-based decisions about the people or organization behind the site based upon the site’s overall visual appeal.
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If we continue to ignore the response of our audience, we will have no audience.

