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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

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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. ...
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... 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). ...
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Conference Paper
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... 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). ...
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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. ...
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