{"id":2143,"slug":"fogg-stanford-web-credibility","title":"Stanford Web Credibility / Fogg — majority judge company credibility on website design","kind":"reference","scope":"business","status":"current","audiences":["kevin","candid-team"],"topics":["website-credibility-and-speed"],"reference_body":"**Claim:** Stanford Web Credibility research (B.J. Fogg) — a majority of users judge company credibility on website design. The widely cited derivative figures: **\"75% judge credibility on design\"** and **\"94% of first impressions are design-related.\"**\n\n**Source:** B.J. Fogg / Stanford Web Credibility research, repackaged through vendor/agency blogs.\n\n**Caveat:** The original Fogg research is academic and credible; the repackaged \"75% / 94%\" figures circulate heavily through web-design agency content with incentive to sell redesigns. **Industry-consensus on the direction; flag the magnitudes.**\n\n**Confidence:** Industry-consensus (direction); magnitudes are commonly cited but vendor-repackaged.\n\n**Why this matters for Candid:** Reinforces [[lindgaard-2006-50ms-first-impression]] and [[website-as-conversion-multiplier-not-demand-creator]] — design IS the credibility signal. But cite the academic source, not the agency-summarized figure.","rationale_body":null,"metadata":null,"links":{"outgoing":[],"incoming":[{"slug":"research-brief-smb-widget-difficulty-to-work-june-2026","title":"Research brief: SMB widget difficulty-to-work mapping — three tiers of work for three sizes of gap (June 2026)","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"tier-1-foundational-web-presence","title":"Tier 1 — Foundational web presence (SMALL GAP)","kind":"reference","scope":"business","link_type":"depends-on"}]},"created_at":"2026-06-23T20:03:31.948Z","updated_at":"2026-06-23T20:03:31.948Z"}