Chapter 4

Testing for Trustworthiness and Credibility

Designers are concerned that their designs immediately project trustworthiness and credibility, which influence the subjective judgments people make about a web site or online product. An increasing body of research indicates that positive perceptions of color, layout, images, etc. have the ability to boost credibility substantially. Because trustworthiness and credibility can come about only as the result of a positive emotional response to a product, five-second testing has the capacity to provide a means of perceptual measurement. A template for using the method for testing design credibility requires that stakeholders identify design values specifically related to trustworthiness, then ...

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