A user’s perception of a Web site can evoke a wide range of emotions and attitudes. These emotions and perceptions impact the user’s attitude towards the Web site’s content, advertised products, company, credibility and site usability.
The design and presentation of a Web site is strongly visual and users are known to make aesthetic judgments of a site very quickly. As the Web site likeability and credibility increases so does the likelihood of purchasing from the site. Since the site’s aesthetics can influence brand perception and credibility, the importance of design and color treatments must be considered.
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