First impressions last
First impressions last. Did you ever hear this English proverb? If you didn’t then it is time that you pay attention. A group of researchers at Carleton University in Ontario came to a very shocking yet interesting finding and that is the majority of internet users take less than a second to decide whether they like a website or not!
In a blink of an eye
Scientific research proved that it takes a blink of an eye for a website visitor to assess a website’s visual appeal. Before taking time to read the content, a process called aesthetic appeal: dealing with beauty and taste is triggered by the subconscious to prompt the brain to judge whether the website looks initially good or not. If yes, the user will continue checking the website, if no, the back button is always there to click.
There you go. You have less than a second to lure your website visitor into staying, checking out your website and reading your message and content. I would argue that this first impression is very much the last impression but I think you already figured that out. So what are you going to do about it?
Now that I have your attention, you must be thinking “This is a lost fight. I might as well give it up!” wait, you don’t have to do that.
What do users “scan” in this one second?
A typical user will check your website design visuals: the layout, the color scheme, the font, the buttons, distribution of content and images in that split of a second. Not necessarily in that same order but these are some of the elements that affect his / her decision to stay longer or leave.