"Web
credibility is based directly on the overall visual design of
a site, specifically noting layout, typography, font size, and
color schemes."
--Stanford University Persuasive Technology Lab
Think
of a web page as a person.
If a person is not congruent, contradicts himself, and does not
seem to be consistent, that person is typically not someone who
earns your trust. Every webpage element, the headline, text,
image, and the testimonial, must be congruent. The highest performing
landing page matches exactly what motivated a customer to come
to you in the first place. Congruence includes design, copy,
images, colors, logo, and price.
A
sense of belonging and being understood is a powerful motivator
for people.
After we get past our anxiety and confusion and find the information
we need, we still have to deal with affinity or alienation by
the website. We want to be recognized for who we are, understood,
and valued. These are subtle issues of identity, tribalism, self-esteem,
and belonging.
In
those first few impressionable seconds—when your guest "steps"
into your site—your reputation and identity are evaluated
for credibility. Credibility has three components: trustworthiness,
expertise, and leadership. You use a soothing voice, tone, and
body language to calm a visitor. This comfort level is achieved
with graphic design.
As
markets become more competitive, design is more of a distinction.
People are overwhelmed by unwanted information. Focus your
message so it gets through your potential customer's filter.
There
is no such thing as a business being exactly the same as its
competitor—you are one-of-a-kind.
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