How Important Is The Look 'n' Feel Of Your Website?

The look 'n' feel of your website is important. However, it is less important than your text-based content. In most commercial websites, the role of the traditional graphic designer is relatively minor. The role of the information architect is central. The role of the editor and author is critical.

In other words, the content of your website is the most important aspect of your website.

A recent Stanford University study found that looks count when people judge a website for credibility. "To look good is to be good -- that's the primary test when people assess a Web site's credibility," said B.J. Fogg, Ph.D, who led the Stanford study. "People evaluate TV news and politicians in the same way: presentation matters more than substance. Why should we expect the Web to be any different?"

Another study, which focused on health and finance websites, had similar results. Conducted by Sliced Bread Design, it asked a group of experts and ordinary consumers to evaluate websites. 41.8 percent of consumers noted design when evaluating the websites, while only 7.6 percent of experts did the same.

So, looks create an important first impression.