Does Design Matter in Comparison to Content?
http://www.idratherbewriting.com/2008/11/16/does-design-matter-in-comparison-to-content/

Johnson, Tom H.
I'd Rather Be Writing
2008

Abstract:

Few people have ever commented about my blog’s design at all. The same goes with the music intros for my podcasts. I can change the music each time, and no one ever responds. In contrast, if a post has good content, I see a steady stream of comments. My experience leads me to conclude that content is about 90% important, and design is 10% important.