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Attention web designers: You have 50 milliseconds to make a good first impression! Behaviour and Information Technology, 25(2), 115-126
Abstract
Three studies were conducted to ascertain how quickly people form an opinion about web page visual appeal. In the first study, participants twice rated the visual appeal of web homepages presented for 500 ms each. The second study replicated the first, but participants also rated each web page on seven specific design dimensions. Visual appeal was found to be closely related to most of these. Study 3 again replicated the 500 ms condition as well as adding a 50 ms condition using the same stimuli to determine whether the first impression may be interpreted as a 'mere exposure effect' (Zajonc 1980). Throughout, visual appeal ratings were highly correlated from one phase to the next as were the correlations between the 50 ms and 500 ms conditions. Thus, visual appeal can be assessed within 50 ms, suggesting that web designers have about 50 ms to make a good first impression.
... Aesthetic appeal influences not only our everyday behaviour but also our performance with the objects around us. This is not entirely surprising, because as a visual attribute of the world around us appeal is perceived extremely quickly within 50 ms (e.g., Lindgaard et al., 2006)rendering it a good candidate to influence time-critical performance. However, only a handful of studies using a variety of tasks have examined whether visual aesthetic appeal might influence performance and findings have been mixed (see Thielsch, Scharfen, et al., 2019b, for a recent review and meta-analysis). ...
... We posit that it is high time aesthetic appeal got away from the idea that appeal is a 'high flown' concept for the arts and music. It is a basic response to faces (e.g., Becker et al., 2011;Nakamura & Kawabata, 2018), websites, (e.g., Baughan et al., 2020;Lindgaard et al., 2006), and to icons, signs, and symbols (e.g., Reppa et al., 2021;Reppa & McDougall, 2015). ...
... Third, the role of appeal has recently been given increasing prominence in consumer psychology. Research has consistently shown that judgements about webpages are made at an early stage of processing (Lindgaard et al., 2006;Lindgaard et al., 2011) and standardised tools to assess appeal have been developed (e.g., Thielsch & Hirschfeld, 2019). Thus, in both humancomputer interaction and consumer psychology rapid processing of appeal and appeal judgements have gained increasing importance although it may differ from original conceptions of aesthetic appreciation as a deliberative conscious process. ...
Aesthetic appeal of a visual image can influence performance in time-critical tasks, even if it is irrelevant to the task. This series of experiments examined whether aesthetic appeal can act as an object attribute that guides visual search. If appeal enhances the salience of the targets pre-attentively, then appealing icons would lead to more efficient searches than unappealing targets and, conversely, appeal of distractors would reduce search efficiency. Three experiments (N = 112) examined how aesthetic appeal influences performance in a classic visual search task. In each experiment, participants completed 320 visual search trials, with icons varying in rated aesthetic appeal and either visual complexity (Experiments 1 and 2) of concreteness (Experiment 3) among two, four, eight, or 11 distractor icons. While target appeal did not influence search efficiency it sped up search times in all three experiments: appealing targets led to faster response time (RT) than unappealing targets across all experiments, and compared to neutral distractors, appealing distractors slowed search RT down. These findings are the first to show that an object's aesthetic appeal influences visual search performance.
... Quickly elaborating a message may be particularly crucial on the Internet -an environment with "a wealth of information creat[ing] a poverty of attention" (Simon 1971, p. 40) due to the easy availability and abundance of online content. Prior research has found that users' first impression of webpages is formed almost instantly, and a design may only have 50ms to make a good first impression and capture attention (Lindgaard et al. 2006). ...
A user can often be unfocused and have only limited mental resources for processing website content, with the immediately-perceivable message-independent visual design features determining the first impression and attitude towards an organization behind the website. In such situations, webpage prototypicality-how much a webpage resembles the webpage that the user imagines when thinking about a specific website genre in a particular business domain-is a peripheral cue of high design quality that affects user attitude. This paper develops an integrated theoretical model to describe the effects of webpage prototypicality as a part of the elaboration likelihood model. An eye-tracking study is planned to investigate an interaction of prototypicality with message strength and external cognitive load and resulting effects on user attitude towards organizations. The results may inform decisions on the balance between message strength and visual features and whether company websites should copy market leaders or try to stand out.
... Nielsen & Loranger 2006). Nach Lindgaard et al. (2006) entscheiden Besucher einer Website innerhalb von 50 Millisekunden über die Attraktivität eines Online-Dienstes: Wem eine Website beim ersten Anblick gefällt, wird Mängel auch im Folgenden eher tolerieren, um sich selbst zu überzeugen, dass initial eine richtige Entscheidung getroffen wurde. Ist jedoch die erwartete Attraktivität nicht gegeben, werden Besucher das Online-Angebot im schlechtesten Fall negativ bewerten und sich nach Alternativen umschauen. ...
... Por esse motivo, elas foram ajustadas à terminologia definida na seção 2. Um estudo utilizou os dois tipos de escala [109] em diferentes instrumentos para avaliar a estética visual. A escala analógica visual, uma linha de 10 cm sem marcações, é usada como alternativa para evitar a não linearidade das escalas Likert ou diferenciais semânticas [52]. Estudos que aplicam o método de estimativa de magnitude usam sua escala correspondente para classificar GUIs em comparação com um valor de referência [7][8][9]. ...
... Visual appeal (Experiment 1) Visual appeal is an integral part of our initial apprehension of objects and scenes and is discerned extremely quickly (Lindgaard et al., 2006;Lindgaard et al., 2011;Thielsch et al., 2014;Thielsch & Hirschfeld, 2019). Visual search is faster when icons and interfaces are appealing (Moshagen et al., 2009;Reppa & McDougall, 2015;Sonderegger & Sauer, 2010). ...
Subjective ratings have been central to the evaluation of icon characteristics. The current study examined biases in ratings in relation to the context in which icons are presented. Context was manipulated between-participants, with some groups rating icon sets with limited variability, and others rating icon sets with wide variability. It was predicted that the context created by the icon set would influence participants’ ratings; when the range of icons was limited this would create bias given participants’ expectation that a full range of icon values was being presented. Six key icon characteristics were rated which were visual (visual complexity, appeal), affective (valence, feelings) and semantic (concreteness, semantic distance).
Some icon characteristics were susceptible to rating bias while others were not. Where subjective judgments were being made of visual icon characteristics (appeal/complexity) and highly concrete icons which were very pictorial, there was clear evidence of substantial bias in ratings. The same susceptibility to bias was not evident when ratings relied solely on learned semantic associations or were associated with the emotional attributions made to icons.
The dynamic nature of the ratings bias was demonstrated when the rating context was changed without participants’ knowledge. When participants rated further blocks of icons providing a different range of the to-be-rated characteristic, this resulted in rapid and dramatic changes in rating behavior.
These findings demonstrate the need for representative sampling of icon characteristics to avoid ratings bias. Practically, this is important when determining the usability of newly-designed icons sets in order to avoid over-valuing or under-valuing of key characteristics.
... Aestheticsoften is used to indicate a design that refers to color and layout as the visual appeal of a site (Lindgaard et al., 2006). According to Wang et al. (2011), in an online context, Aesthetic Appeal, an online shopping platform represents how different elements and attributes are combined to produce a beautiful overall impression. ...
Perkembangan teknologi dan pandemi Covid-19 semakin mempercepat adopsi konsumen terhadap metode berbelanja secara online. Di sisi lain, meningkatnya persaingan antar platform berbelanja online dan rendahnya loyalitas konsumen memicu adanya fenomena berpindahnya konsumen antar platform yang satu dengan lainnya. Penelitian ini bertujuan untuk menguji faktor-faktor yang memengaruhi nilai pelanggan dan pengaruhnya terhadap loyalitas pelanggan. Studi ini menggunakan kerangka Stimuli-Organism-Response sebagai dasar teori penjelasannya. Metode analisis yang digunakan adalah regresi berganda dengan piranti lunak SPSS. Pengumpulan data dilakukan dengan purposive sampling terhadap 268 responden yang berbelanja produk elektronik secara online. Hasil penelitian menunjukkan bahwa faktor-faktor yang memengaruhi nilai pelanggan secara positif dan signifikan adalah layout and functionality, financial security, service quality, price and affordability, brand image, dan data privacy. Selanjutnya, hasil studi ini juga menemukan bahwa nilai yang dirasakan pelanggan memengaruhi loyalitas pelanggan secara positif signifikan. Hasil penelitian ini memberikan kontribusi terhadap literatur yang ada terkait belanja online dan juga memberikan wawasan bagi pelaku platform belanja online dalam mengembangkan bisnisnya.
The aesthetic appeal of a website has strong effects on users’ reactions, appraisals, and even behaviors. However, evaluating website aesthetics through user ratings is resource intensive, and extant models to predict website aesthetics are limited in performance and ability. We contribute a novel and more precise approach to predict website aesthetics that considers rating distributions. Moreover, we use this approach as a baseline model to illustrate how future research might be conducted using predictions instead of participants. Our approach is based on a deep convolutional neural network model and uses innovations in the field of image aesthetic prediction. It was trained with the dataset from Reinecke and Gajos (2014) and was validated using two independent large datasets. The final model reached an unprecedented cross-validated correlation between the ground truth and predicted rating of LCC = 0.752. We then used the model to successfully replicate prior findings and conduct original research as an illustration for AI-based research.
Visual aesthetics is a success criterion for mobile apps. Despite considerable research on graphical user interface (GUI) assessments, there is a lack of studies investigating the reliability and validity of scale types on visual aesthetics as a unidimensional construct. In this study, 208 subjects were divided into four groups, each using a different rating scale and the VisAWI-S questionnaire as the golden standard, to assess the visual aesthetics of nine mobile GUIs. As a result, all scales showed excellent inter-rater reliability and good agreement. Seven-point scales resulted in slightly higher intra-rater reliability than those with five points, but agreement was lower using five-point Likert scales. All scales have shown to be valid compared with VisAWI-S and presented strong correlations pairwise. Results indicate that any of these scales are suitable to assess mobile GUI visual aesthetics reliably and validly as long as response quality is analyzed. This work supports the adoption of single-item questionnaires reducing effort and time, especially in large-scale assessment designs.
In an information-overloaded Internet environment, users make rapid evaluations of webpages after just short exposures to them. Hence, a method is needed to identify automatic and rapid visual attentionAttention to webpages. Neuroergonomics methods can be used to help identify automatic and rapidly deployed visual attentionAttention by measuringMeasuring human brain activity to complement behavioral measures. At present, visual attentionAttention to webpages based on neuroergonomics is still an emergingEmerging field, and the number of available studies is limited. We systematically reviewed the relevant research literature on visual attentionAttention to webpages included in Web of Science and Scopus. We identified three clusters of topics using VOSviewer and summarized the relations between website design elements and visual attentionAttention. By introducing and comparing the visual attentionAttention measures, we suggest that multimodal measurementMeasurements combining behavioral, psychophysiological, and eye-trackingEye tracking measures can provide a comprehensive assessment of visual attentionAttention to webpages. Finally, we propose a webpage visual attentionAttention framework based on human information processing. This review of research methods and their roles in research on visual attentionAttention with respect to webpages should be of value to researchers studying visual information displaysDisplays for cyber systems in other contexts.
The role of response transformations was examined in an information integration task in which different models were supported for different response scales. In Experiment 1, one group of subjects made subjective estimates of cost in dollars (cost estimates) for a series of hypothetical trips described by varying levels of gasoline price, gas mileage, and distance and another group of subjects made comparative ratings of the relative expense of each trip. A multiplicative model was supported for the cost estimates and an additive model was supported for the comparative ratings. In Experiment 2, a single group of subjects made cost estimates and then were asked, in the absence of stimulus values, to convert these judgments to comparative ratings. A multiplicative model was supported for each response mode, indicating a linear response transformation. It was concluded that the different response patterns in Experiment 1 were due to different integration processes for different response requirements rather than a nonlinear response transformation.
An evolved module for fear elicitation and fear learning with 4 characteristics is proposed. (a) The fear module is preferentially activated in aversive contexts by stimuli that are fear relevant in an evolutionary perspective. (b) Its activation to such stimuli is automatic. (c) It is relatively impenetrable to cognitive control. (d) It originates in a dedicated neural circuitry, centered on the amygdala. Evidence supporting these propositions is reviewed from conditioning studies, both in humans and in monkeys; illusory correlation studies; studies using unreportable stimuli; and studies from animal neuroscience. The fear module is assumed to mediate an emotional level of fear learning that is relatively independent and dissociable from cognitive learning of stimulus relationships.
This landmark volume brings together the work of the world's leading researchers in subliminal perception. This compilation marks a fundamental shift in the current study of subliminal effects: No longer in question is the notion that perception without awareness occurs. Now, the emphasis is on elucidating the parameters of subliminal effects and understanding the conditions under which stimuli perceived without awareness significantly influence affect, cognition, and behavior.
"Perception Without Awareness" firmly establishes subliminal perception within the mainstream of psychological science. Well represented here are the two main research branches that have emerged: One directly investigates the nature of subliminal effects; the other uses subliminal techniques as tools for investigating psychological phenomena such as hypnosis, dreaming, repression, social judgment and inference, psychopathology, and symptom formation.
Timely and thought-provoking, "Perception Without Awareness" is sure to be of enormous interest to all psychoanalytic clinicians and scholars, as well as cognitive, clinical, and social psychologists whose work touches upon issues relating to psychopathology, perception, cognition, and memory. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Psychophysical scaling models of the form R = f(I), with R the response and I some intensity of an attribute, all assume that people judge the amounts of an attribute. With simple biases excepted, most also assume that judgments are independent of space, time, and features of the situation other than the one being judged. Many data support these ideas: Magnitude estimations of brightness (R) increase with luminance (I). Nevertheless, I argue that the general model is wrong. The stabilized retinal image literature shows that nothing is seen if light does not change over time. The classification literature shows that dimensions often combine to produce emergent properties that cannot be described by the elements in the stimulus. These and other effects cannot be adjusted for by simply adding variables to the general model because some factors do not combine linearly. The proposed alternative is that people initially judge the entire stimulus – the object in terms of its environment. This agrees with the constancy literature that shows that objects and their attributes are identified through their relations to other aspects of the scene. That the environment determines judgments is masked in scaling studies where the standard procedure is to hold context constant. In a typical brightness study (where different lights are presented on the same background on different trials) the essential stimulus might be the intensity of the light or a difference between the light and the background. The two are perfectly confounded. This issue is examined in the case of audition. Judgments of the loudness of a tone depend on how much that tone differs from the previous tone in both pitch and loudness. To judge loudness (and other attributes) people first seem to process the stimulus object in terms of differences between it and other aspects in the situation; only then do they assess the feature of interest. Psychophysical judgments will therefore be better interpreted by theories of attention that are based in biology or psychology than those (following Fechner) that are based in classical physics.
Human Factors (HF) has traditionally concerned itself with usability, effectiveness and efficiency without regard for the impact that the ‘look and feel’ of products and services might have on human performance. Recent research shows clearly that aesthetics, a ubiquitous, powerful function that permeates the design of products and services, matters. Within a consumer-driven industrial society it is ignored at the manufacturer's or service provider's peril. In order to encourage HF researchers to begin thinking about aesthetics in design, this paper attempts to position aesthetics within an evolutionary context, and to provide both a psychological framework and physiological underpinnings. Whitfield's Collative-Motivation models of aesthetics is outlined to account for results from much of the experimental research on preferences. Barnard's Interacting Cognitive Sub-systems (ICS) architecture is discussed in some detail, as, contrary to most other cognitive frameworks, it allows smooth integration of cognition and emotion. Physiological processes involved in emotional responses are discussed and the ICS framework is applied to explain both these results and findings suggesting that ‘emotion precedes cognition’. Finally, the integration of aesthetics and the Collative-Motivation model within the ICS framework is attempted.