Prominence-Interpretation Theory

B.J. Fogg of Stanford's Persuasive Technology Lab developed the theory through research from 1998-2002, formally publishing it in 2003. His research showed that website credibility assessments depend on two factors: prominence (likelihood an element is noticed) and interpretation (how users judge that element). A 2002 study found "design look" appeared in 46.1% of credibility judgments. The framework revolutionized web design and user experience research by explaining how visual prominence shapes trust before content is read.