When we watch people try to complete tasks on websites we notice that often the more visually appealing something is, the more they ignore it. If it looks like marketing or an ad, then people dismiss it as having low value or credibility.

In the eyes of many customers, ugly equals authentic and credible. Ugly helps you get the task completed quickly without any fuss or distraction. Ugly is going to give you the details. Ugly is not hiding anything. Ugly does not waste your time on surface images and trivial jargon and hype.

— Gerry McGovern, Why are ugly websites so successful? (zvýraznění jsem přidal já)

Zajímavý důsledek prolhaného naleštěného marketingu.

Via @janrezac