Web site first impressions
New Canadian research shows that good or bad web site design is noticed in 1/20th of a second
In an article I first noticed from the BBC and then later at techtree, the amount of time it takes to come to a decision about first impressions of a web site is just 1/20th of a second or 50 milleseconds. This means that if people believe a website looks good, then this good and positive quality will spread to other areas such as the web site’s content. Or if the web site looks 2nd class or of bad design, a person may move on before even reading the content.
A study conducted by Canadian researchers, published in the journal “Behaviour & Information Technology,” were pleasantly surprised by their findings.
“My colleagues believed it would be impossible to really see anything in less than 500 milliseconds ” -Gitte Lindgaard, Carleton University
Fast conclusions
The Canadian team showed volunteers glimpses of websites, lasting for only 50 milliseconds.
The volunteers then had to rate the websites in terms of their aesthetic appeal.
The researchers found that the speedily formed conclusions closely matched with opinions of the websites that had been made after much longer periods of examination.
The Canadian team wrote that visual appeal can be assessed within 50 milliseconds, which means that web designers have only 50 milliseconds to create an impact on users.
Under the guidance of Dr Gitte Lindgaard, Carleton University, Ottawa, the team showed volunteers 50 millisecond glimpses of Web sites, and asked them to rate the sites basis their aesthetic appeal. Users were then asked to examine the site carefully, and provide a second rating. The researchers found the 2 ratings closely tallying.
Dr Lindgaard expressed surprise at the results, adding that her colleagues believed it would be impossible to really see anything in less than 500 milliseconds or 1/2 a second.
And just why do first impressions last? According to the researchers, it is due to what psychologists would call the “halo effect”. This translated in common terms means that if people believe a website looks good, then this positive quality will spread to other areas such as the website’s content.
Also as people like to be right, they will carry on using the website that made a good first impression - further confirming that their initial decision was correct.
Lindgaard warned on basis of the study that unless first impressions are favorable, visitors will ship out of websites even before they can get to know what the website has to offer and that is to your competitors advantage.
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