Persuasive Technology Lab captology.stanford.edu Guideline #1 looks matter • Design your site so it looks professional (or is appropriate for your purpose). People quickly evaluate a site by visual design alone. When designing your site, pay attention to layout, typography, images, consistency issues, and more. Of course, not all sites gain credibility by looking like IBM. The visual design should match the site's purpose. Research support – chi99, chi00, chi01a, ptl02, cww02, unp (Research sources are on the next slide.) #19 Prepared for Luke Wroblewski ©2003, BJ Fogg. Commercial use not allowed.