Website First Impression Takes Only 200ms
Kate Nightingale (Kasia Slowikowska)
Consumer, Retail & Design Psychologist; Creating Better Human Experience of Brands, Spaces & Technology; AI Psychology; Fractional Head of Brand; Speaker & Conference Chair; Founder of Women of Retail
First impressions are crucial for all people and brands. Human brain is really fast and 3 seconds is maximum. I needs to make a firm first impression of a human being in a physical setting, with 100ms (1/10 of a second) being enough to create a first impression from a portrait image.
Not much differs when it comes to first impressions of websites.?
It was shown that it takes users less than two-tenths of a second to form a first impression about a website and 2.6 seconds to fix an area that will then most influence our thoughts about that specific website.?
Following this, it comes without saying that the design of a website must be efficiently planned if you want it to have a positive impact on your consumers.?
An interesting study has examined this notion and investigated which elements of a website’s design are most important for users. Eye-tracking software and an infrared camera were used to monitor people’s eye movements as they scanned specific websites.
Which sections do you think most affected participants’ perceptions?
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In this order, the answer is the logo, the main navigation menu, the search box, the social networking links, the site’s main image, the written context and then the bottom. Moreover, participants also indicated that the colour of both the website and text significantly influence their impression.
We have always highlighted the strong importance of website design for any brand’s success. Attractive and pleasant colours, images and other elements must obviously be included but the true key to success is designing a website that is congruent with your brand’s personality.?
Attractiveness and aesthetics can be useful tools to attract attention but they won’t have a long-lasting impact and will not create revenue. You must go deeper; you must translate your brand into your customers’ brain language and apply that to both your physical stores and online sites.?
We worked on many websites for various brands and we found that it is the tiniest of details that sometimes can have the biggest of impacts on consumer behaviour and brand perceptions.?