First the name. Then the address.

Someone recommends your company. The conversation goes well. The name stays in mind. A moment later, the client opens your website.

They are checking you.

The website becomes a second meeting — one that happens without you, which means every part of the communication has to work on its own.

Research on first impressions shows that an assessment of a website’s visual appeal can form almost instantly.

We see first. Only then do we start reading.

Composition, typography, rhythm and clarity are the first signals a viewer receives about a company.

Credibility has a form.

Research on website credibility shows that users pay attention to factors including professional appearance, clarity of information, the ability to verify the company and easy access to contact details.

Design shapes expectations. Form suggests what to expect from the company behind the screen.

Order suggests order. Consistency reinforces confidence in the decision.