According to a <a href="http://www.consumerwebwatch.org/news/report3_credibilityresearch/stanfordPTL.pdf">2002 study</a>, the “appeal of the overall visual design of a site, including layout, typography, font size, and color schemes,” is the number one factor we use to evaluate a website’s credibility.

Researchers in Japan setup two ATMs, “identical in function, the number of buttons, and how they worked.” The only difference was that one machine’s buttons and screens were arranged more attractively than the other. In both Japan and Israel (where this study was repeated) researchers observed that subjects encountered fewer difficulties with the more attractive machine. The attractive machine actually <em>worked</em> better.

<p id="first_paragraph"> Put your graphical user interface to this test: Adjust the contrast on your display until the screen is completely black. </p> <p>Now, perform basic e-mail, word processing and Web-browsing tasks.</p> <p>What? Having a problem?</p> <p>Welcome to the world of the 1.3 million Americans who are blind.</p>

Screen performance data and new research indicate that users will scroll to find information and items below the fold.

<p>The most basic rule of thumb is that for every site the user should be able to understand what your site is about by the information presented to them above the fold. If they have to scroll to even discover what the site is, its success is unlikely.</p> <p>Functionality that is essential to business strategy should remain (or at least begin) above the fold.</p>

<strong>Users recognize each page as belonging to the site</strong>

<strong>Users can move about easily via intuitive navigation</strong>

<p>The most important thing to keep in mind is that design is about communication. If you create a web site that works and presents information well, but looks ugly or doesn't fit with the client's brand, no one will want to use it. Similarly, if you make a beautiful web site that isn't usable and <a href="http://www.sitepoint.com/%5C%22/glossary.php?q=A#term_61%5C%22" class="\&quot;glossary\&quot;" title="\&quot;Accessibility" deals="" with="" issues="" of="" making="" online="" content="" available="" for="" experience,="" enjoyment,="" and="" use="" by="" all="" visitors,="" including="" those="" who="" do="" not="" fit="" the="" standard="" &quot;web="" user&quot;="" mould.\="">accessible</a> <span class="tiny">[7]</span>, people may not be able to use it. Indeed, the elements and functionality of a finished web site design should work as a single cohesive unit, so that:</p> <p><strong>Users are pleased by the design but drawn to the content</strong></p>