Your Web site judged in 1/20 of a second

In a study published in the journal Behaviour & Information Technology, researchers found that people form opinions about a Web site’s visual presentation in 1/20 of a second (50ms), and that these first impressions are consistent with how they judge the rest of their visit.

Dr. Gitte Lindgaard and her colleagues at the Human Oriented Technology Lab at Carleton Unversity in Ottawa, Canada conducted research on how quickly people form an opinion about the design of a Web page. During three phases, Web site screens were flashed in front of users for 500ms or 50ms, 1/2 second and 1/20 second. Users rated their impressions of the visual appeal of the Web sites on a sliding scale of several criteria.

1/20 of a second is enough time to form an opinion

It took only 50ms for users to form an opinion about the visual appeal of a Web page. The ratings after 50ms were very similar to judgements after viewing the Web site for a longer time period.

Once the first impression is made, it sticks

After making their initial judgement, a user’s subsequent interaction with a Web site will reinforce the decision they’ve already made. This effect is called the “halo effect”.

A good first impression is crucial

Your visitor’s impression of your site will influence how they will judge the rest of their experience on your Web site. It’s essential that your Web site makes a good first impression. Otherwise, people might not stick around to find out what you offer. A well-designed Web site has fonts, images and colors appropriate for your audience, an easy to use navigation structure and a clear message.

For more information on designing a successful Web site take a look at our article “Ten guidelines to boost your Web site credibility”.

Get in touch with us for more information on how we can help you design a high quality Web site that makes a GREAT first impression.
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