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Question:How important are "looks" when it comes to marketing communications, including web sites?

Answer: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?"

A great article by contributor Gerry McGovern gives you the whole scoop on "looks."
Read the whole article here!

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