It takes 1/10th of a second for someone to form a first impression either of a person or a website. And it takes 50 milliseconds for users to judge whether they like or dislike a certain website or whether they’ll stay or leave. Needless to say, visual appeal counts and can sway people’s opinions drastically. This number stems from a three-part study where individuals were asked to rate website in 500 ms and 50 ms increments of time. The findings gave light to web designers having about 50 ms to make a positive first impression. This means great visual design is a must!
Google also researched into understanding aesthetic judgement. There was a higher response rate to visual designs that were not too complex and had a set look for certain categories of websites (prototypicality). First impressions are crucial, and with clean and easy design, users’ first impressions can happen within short timeframes of 17 ms to 50 ms.
But what forms a good first impression in design terms? The following characteristics are solid guidelines that help to create positive responses for websites:
Since users are overloaded by information, it’s important to capture people’s attention quickly. Here are a few key elements to consider:
It’s no secret design is a very important factor for the whole user website experience. High-quality visuals manifest a chain reaction for first impressions and reliability. Interpretation is key and having something aesthetically pleasing cannot help but bring people back for more!