Dan Antonson is the founder of the Revived Group, a web designer whose forte is trust and credibility studies. We asked a few questions that new technology companies can implement to improve their web presence.
CleanTechies: New technology companies are known for something called “vaporware,” i.e., outlandish promises for devices and software that may or may not work. How do you inspire confidence in a new product that’s largely unproven on the web?
Dan Antonson: Stanford’s Persuasion Technology Lab did something about what people find credible online. And really what it comes down to is the graphic design, the way they position their company and the way they report their information.
People really don’t read a lot of things. All the research that’s out there shows that people really don’t spend a lot of time looking at the data. It just comes down to the graphic design.