Here are contrasting posts about whether your company’s ‘look’ is just vanity or all important factor:
1. Beyond Web Usability…Web Credibility, Trenton Moss says”Studies have consistently proven that the most important criteria of web credibility is… the way the website looks. That’s it. “
2. How Important is a Logo? from Mike Boyink says “If it’s hard to get people to notice or remember a bad logo, how hard is it to get people to notice or remember a good logo?”
3. Judging a book by its cover Seth Godin opins “Sometimes a great cover can help a lousy book (for a little while)…But for books, like most things, the stuff inside matters.”
4. 8 Things Stores Don’t Want You to Know by John Nardini points to the facts in retail, like: “Research shows that people say pastries taste better in a pink box than any other color.”
And the funny thing is, I agree with all of them. So what does this mean? What should I do (or not bother with)?
IMHO, looks (logo, website, book cover, box etc) become just one part of the puzzle to making a complete impression. Just remember that the look (i.e. branding) should get proportional attention to your other prospect-facing items (content, sales-style, product). In other words, just because you have a great product, doesn’t mean that you should skimp on the image you portray.
If that wasn’t true, you’d never see another salesman come to visit wearing a suit. Image is everything, obey your instincts.
“. Studies have consistently proven that the most important criteria of web credibility is… the way the website looks. That’s it.”Uh, my first reaction was bull-poopey. 😉 And then, “what studies”?Mr. Moss needs to take his own advice:“3. All statements should be backed up by third-party evidence “The studies on web credibility that I most often see referenced are from Stanford:http://credibility.stanford.edu/guidelines/index.htmlhttp://captology.stanford.edu/pdf/p61-fogg.pdfAnd while visual design is always in the top proirity items, I’ve never seen it positioned as “the most important”.It’s #6 on this Stanford list:http://credibility.stanford.edu/guidelines/index.htmlDesign is important, but it can’t establish credibility on it’s own.Boyink
“. Studies have consistently proven that the most important criteria of web credibility is… the way the website looks. That’s it.”Uh, my first reaction was bull-poopey. 😉 And then, “what studies”?Mr. Moss needs to take his own advice:”3. All statements should be backed up by third-party evidence “The studies on web credibility that I most often see referenced are from Stanford:http://credibility.stanford.edu/guidelines/index.htmlhttp://captology.stanford.edu/pdf/p61-fogg.pdfAnd while visual design is always in the top proirity items, I’ve never seen it positioned as “the most important”.It’s #6 on this Stanford list:http://credibility.stanford.edu/guidelines/index.htmlDesign is important, but it can’t establish credibility on it’s own.Boyink
Thanks for the mention. Hope all is well with you. Only three more months until the new season!!! 😉
Thanks for the mention. Hope all is well with you. Only three more months until the new season!!! 😉