”Disgusting pictures” : A study exploring webpages ́ experienced credibility based upon their visual design elements

Abstract: An organization ́s website is often the first contact of a consumer and will therefore probably provide its first impression. Also, as people tend to easily jump from one webpage to the other, an instant judgment of credibility could be made in just a few seconds. Previous research has discovered a correlation between visual design and experienced credibility, but little investigation has further been made about certain elements and their design features. This study explores what elements on a webpage that is being assessed at an instant judgment of credibility. Further, visual design features are examined regarding the elements. The three most frequently mentioned elements involved in the credibility judgment were the logotype, hero image, and the main content section. Concerning their visual design, the findings indicate that colors and the choice of pictures have a major impact on how a webpage is perceived. Depending on what color or what kind of picture that was exposed, it could either help or harm the webpage ́s experienced credibility. The impression is also discussed to be influenced by cognitive aspects such as cognitive authority and presumed credibility.