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Quote
of the Week:
All solitary dreamers know that they hear differently when they close their eyes.-Gaston Bachelard
the 50-millisecond impression
If you think you can cram a bunch of info on a website because it's what you think your customers might want to see, think again.
Researchers writing in Behaviour and Information Technology have found that visitors to a website can form a favorable--or unfavorable--impression of your website within 50 milliseconds. Milliseconds? Yep. Gitte Lindgaard of Carleton University in Ottawa did the study, and for those of us in the User Interface biz, it's worth reading the whole thing. There's a short synopsis of it at nature.com, too.
Lindgaard's observations of people's reactions to 50-millisecond showings matched their perceptions after much longer pageviews, as well; this tells us that the basic stay or go decision is made very quickly. What keeps people looking at a webpage? Simple design, oddly enough. Minimal graphics, good information design, and adhering to some basic web design conventions can make it more likely that people will stay longer than, say, 50 milliseconds.
Of course, many of us have been designing to these principles of simple, clean, easy-to-grok interfaces for years, but it's always nice to be validated by a little science.
posted at 12:19 PM Leave your comments here: 0 comments
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