The role of website design and its visual elements in shaping brand credibility for B2B providers

Abstract

This bachelor's thesis explores how visual elements on B2B websites contribute to brand credibility. In today's digital environment, B2B websites are often the first point of contact with the buyer, and design-based trust has become a crucial factor in shaping brand perception. While existing research supports the importance of professional web design, much of it focuses on functionality and usability. However, emotional responses and the role of specific visual elements in building B2B trust remain under-researched. The main research question of this study is “How do visual elements on B2B websites help to increase brand credibility?”. A mixed-methods approach was chosen to provide contextual depth and empirical validation. A case study analysis of four B2B websites - HubSpot, DHL, SKF, and KUKA - was used to identify recurring visual patterns across industries. This allowed the research to be grounded in real-world design practice. A quantitative online survey complemented these findings and used six static mockups to evaluate how layout, image, and color influence perceptions of credibility. The mockups included key variables developed from case studies to measure users' emotional response and trust. Together, these methods allowed for a triangulation of theory, practice, and user feedback, leading to a comprehensive understanding of the topic. The study results show that modular layouts and clean typography contribute to perceptions of clarity and professionalism, but their impact on credibility is limited when used in isolation. Trust increased strongly when brand-appropriate color schemes and authentic, human-centered imagery were used. In the survey, mockups that combined these two elements received the highest trust scores, while the version that used only layout and typography received the lowest. Correlation analysis further confirmed the importance of these visual attributes: imagery (r = 0.75) and color (r = 0.65) showed the strongest association with credibility. The results of the case studies also emphasized the role of emotionally expressive visuals, brand-related narratives, and actual product or team images in conveying trust. The study concluded that visual clarity is necessary to build trust in B2B environments, but it is insufficient alone. Credibility is built through a multi-layered visual experience that combines structural clarity, emotional response, and brand consistency. This has practical implications for B2B companies looking to improve their online presence. Professional web design should not rely solely on structure and information but should intentionally incorporate visuals that evoke authenticity, relevance, and emotional connection. Combining clear layouts and typography with emotionally meaningful imagery and branded, meaningful color choices, B2B websites can build brand credibility and support long-term brand trust. Although the findings provide valuable insight into the visual factors of trust in B2B web design, the study is limited by static mockups and a relatively small, culturally homogeneous sample. Therefore, future research should further explore the influence of interactivity, animation, and cultural factors on trust perceptions to refine design strategies in a global B2B contexts.

Date of Award	2025
Original language	English
Supervisor	Christopher Korntner-Kanitz (Supervisor)