Attention web designers: You have 50 milliseconds to make a good first impression!

  title={Attention web designers: You have 50 milliseconds to make a good first impression!},
  author={Gitte Lindgaard and Gary Fernandes and Cathy Dudek and Judith M. Brown},
  journal={Behaviour \& Information Technology},
  pages={115 - 126}
Three studies were conducted to ascertain how quickly people form an opinion about web page visual appeal. [] Key Result Thus, visual appeal can be assessed within 50 ms, suggesting that web designers have about 50 ms to make a good first impression.
Evaluating the consistency of immediate aesthetic perceptions of web pages
An exploration of relations between visual appeal, trustworthiness and perceived usability of homepages
The results suggest that all three types of judgments are largely driven by visual appeal, but that cognitively demanding judgments are processed in a qualitatively different manner thanvisual appeal, and that they rely on somewhat different visual attributes.
Are First Impressions about Websites Only Related to Visual Appeal?
It is confirmed that quick and stable visual appeal judgments were made without the need of elaborate investigations and found evidence that this is also true for novelty.
What is beautiful is useful - Visual appeal and expected information quality
It is proved that with a longer exposure time the high visual appeal sites were expected to contain better information than the low appeal ones, although the difference between the two versions decreased somewhat.
User judgements of the online world: factors influencing website appeal and user decision-making.
Websites are an integral part of everyday life but we rarely think about how their visual appeal shapes our responses to them. To understand this relationship, research has outlined a number of
Using Distractor Images in Web Design to Increase Content Familiarity: A NeuroIS Perspective
This study investigates the actual cognitive processes by which users become familiar with the content of websites by adopting a neuroIS perspective, i.e. by theorizing how designers might leverage the biological mechanisms enabling users to recognize web-based content.
Visual appeal of websites: The durability of initial impressions
The results suggest that website evaluations could be made quickly (within 1 second), and the relationships between web page components and user responses remain very consistent when users have no time constraint to evaluate the web page.
Product Web Page Design: A Psychophysiological Investigation of the Influence of Product Similarity, Visual Proximity on Attention and Performance
The results showed a significant effect of distractors’ visual proximity as participants spent more time on products that were near the target stimulus, and distractors that were similar to the focal stimulus positively influenced decisions accuracy.
Predicting users' first impressions of website aesthetics with a quantification of perceived visual complexity and colorfulness
A means is demonstrated to predict the initial impression of aesthetics based on perceptual models of a website's colorfulness and visual complexity based on computational models that accurately measure the perceived visual complexity and colorfulness of website screenshots.
Exploring website gist through rapid serial visual presentation
The findings from this research demonstrate that users have conceptual models of websites that allow detection of web pages from a fixation’s worth of stimulus exposure, when provided additional time for processing and that website conceptual models rely more on page elements and less on the spatial relationship between these elements.


First impressions: emotional and cognitive factors underlying judgments of trust e-commerce
Results indicate that real-time interactivity, but not voice, increased judgments of friendliness and of the trustworthiness of the salesperson, and their implications for e-commerce.
Aesthetics and preferences of web pages
The first impressions of web pages presented to users was investigated by using 13 different web pages, three types of scales and 18 participants, finding four important dimensions: beauty, mostly illustrations versus mostly text, overview and structure.
User Satisfaction, Aesthetics and Usability: Beyond Reductionism
Results from a series of web site studies suggest that user interface designers of e­ commerce sites would be well advised to design pretty and usable sites.
Psychophysical scaling: Judgments of attributes or objects?
It is argued that psychophysical judgments will be better interpreted by theories of attention that are based in biology or psychology than those (following Fechner) that arebased in classical physics.
What is beautiful is usable
The Product as a Fixed-Effect Fallacy
  • A. Monk
  • Computer Science
    Hum. Comput. Interact.
  • 2004
It is argued here that products should similarly be sampled at random from a well- defined population of products, not selected according to some more or less well-defined criteria.
The beauty of simplicity
How simplicity and beauty affect the user's experience and interpretation of the design, and how this perception may vary according to cultural background, age, and the amount of user experience is presented.
The Interplay of Beauty, Goodness, and Usability in Interactive Products
The nature of beauty is rather self-oriented than goal-oriented, whereas goodness relates to both; both were related to each other as long as beauty and goodness stress the subjective valuation of a product.
Verbal and Numerical Expressions of Probability: "It's a Fifty-Fifty Chance"
It was found that phrasing probability questions in a distributional format rather than in a singular format reduced the use of "50," and events that evoked feelings of less perceived control led to more 50s.