How Does Visitor “First Glance” Work to Gain Website Credibility?
As mentioned, one of the first things a visitor sees upon landing on a website is the company logo. “Who is behind this website?” we ask ourselves. The company’s logo must be credibility-based. That is, the logo must have credibility traits appropriate for the company. Credibility based logo design projects the company as being an expert in their business symbolizing the company core competence and communicates the company as being trustworthy and believable. I sometimes add that a company must be believable at being able to do the work for which it claims to be an expert. Expertise and trustworthy define the two import credibility traits for a given company. Take Continental Airlines for example circa 1968, one of the author’s many logo projects. “Flying” is Continental’s basic business or expertise. Continental’s logo symbol communicated “flying” as an abstract jet stream. Credibility-based logo design also communicates the company as trustworthy with recognized non-verbal design mot
