Credibility and trustworthiness of websites

http://www.humanfactors.com/downloads/mar12.asp#Eric

“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.”

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