This study from Consumer Web Watch asked the question, “How do people evaluate a Web site’s credibility?” The results showed that “…the Design Look of Web sites was clearly the most prominent issue when people evaluated Web site credibility in this study. Almost 50 percent of comments about Web credibility contained something about the look of the site, either in general (e.g., “looks professional”) or in specifics (the layout, the colors, etc.). “ The next most popular answer, “Information Design/Sturcture,” trailed by almost 18%.