Persuasive Technology Lab captology.stanford.edu Guideline #5 warm & fuzzy • Show that honest and trustworthy people stand behind your site. The first part of this guideline is to show there are real people behind the site and in the organization. Next, find a way to convey their trustworthiness through images or text. For example, some websites post employee bios, including information about hobbies. This helps to humanize the individuals –- and the organization. Research support – chi99, chi01b, cww02, unp #24 Prepared for Luke Wroblewski ©2003, BJ Fogg. Commercial use not allowed.