The common goals of the three organizations led to a collaborative research effort that may represent the largest web credibility project ever conducted. The project, based on three years of research that included over 4,500 people, enabled the lab to publish "Stanford Guidelines for Web Credibility", which established ten guidelines for building the credibility of a website. The study found that when people assessed a real website's credibility, they did not use rigorous criteria, 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. This reliance on a site's overall visual appeal to gauge credibility occurred more often with some categories of sites then others. Consumer credibility-related comments about visual design issues occurred with more frequency with websites dedicated to finance, 54.6%, search engines, 52.6%, travel, 50.5%, and e-commerce sites, 46.2%, and less frequently when assessing health, 41.8%, news, 39.6%, and nonprofit, 39.4%. "I would like to think that when people go on the Web they're very tough integrators of information, they compare sources, they think really hard," says Fogg, "but the truth of the matter--and I didn't want to find this in the research but it's very clear--is that people do judge a Web site by how it looks. That's the first test of the Web site. And if it doesn't look credible or it doesn't look like what they expect it to be, they go elsewhere. It doesn't get a second test. And it's not so different from other things in life. It's the way we judge automobiles and politicians.