The study found that when people assessed a real website's credibility, they did not use rigorous , a contrast to earlier national survey findings by "Consumer Reports" WebWatch, "A Matter of Trust: What Users Want From Web Sites" (April 16, 2002). The data showed that the average consumer paid far more attention to the superficial aspects of a site, such as visual cues, than to its content. For example, nearly half of all consumers (or 46.1%) in the study assessed the credibility of sites based in part on the appeal of the overall visual design of a site, including layout, typography, font size and color schemes.