| This thesis examines the effect of visual appeal on the perception of the credibility of a Web site for a student-run consulting business, and demonstrates how designers can incorporate visual rhetoric in creating effective and credible Web sites. The exploratory study involved the design of three alternate Web interfaces for a student run-business. By manipulating visual design elements such as color, imagery and layout, each of the three Web sites was provided with a distinctive look-and-feel, each based on one of the rhetorical modes of appeal (rational, ethical, emotional). Moreover, an extensive Web survey was conducted to gather people's opinions and preferences with respect to the three Web sites. The results of this study suggest that visual design of Web sites matters and that visual appeal affected the participants' perception of the credibility of the sites. However, the study did not attempt to determine fully what constitutes 'credible enough' for any of the Web sites, because such perceptions are based on a personal taste and preference. |
