“trustworthy” homepages [on first impression] […] showed high balance, high contrast, moderate graphics-to-text ratio, and moderate text-to-background ratio.
[…] what make something appealing? That was the focus of the third study. There have been a number of models to define appeal (or “aesthetics”) over the years. Lindgaard, et. al analyzed their data with respect to six well-founded design attributes – symmetry, density, balance, contrast, graphics-to-text ration, and text-to-background ratio.”