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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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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.
... As landing pages are often users' first impression of a web page, decisions are greatly based on the content being presented (Ash, Page, & Ginty, 2012;Becker et al., 2009;Lindgaard, Fernandes, Dudek, & Brown, 2006;Reinecke et al., 2013). This study empirically addresses a long-standing question: Does more content (information volume) elicit conversion or the other way around? ...
... Prior research suggests that when faced with complex and uncertain situations, individuals tend to use simple heuristics and cues in a bounded rational decision-making process and make relatively 'uninformed' judgments on the basis of a minimum of information (Brynjolfsson & Smith, 2000). Research shows that elaboration may result in "Friction," defined as a psychological resistance to a given element on the page (Lindgaard et al., 2006;Vishwanath, 2004). The volume of content and the control of users' attention are inseparable. ...
... Necessary information, there is an associated cost in time or effort. (Lindgaard et al., 2006;Vishwanath, 2004) Curiosity Curiosity is generated when a person becomes aware that a knowledge gap exists (less information). (Losee, 2012;Menon & Soman, 2002) Information overload ...
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Does more information elicit users compliance and engagement, or the other way around? This paper explores the relationship between content strategy and user experience (UX). Specifically, we examine how the amount of information provided on marketing web pages, often called landing pages,impact users willingness to provide their e-mail address (a behavior called conversion in marketing terms). We describe the results of two large-scale online experiments (n= 535 and n= 27,900) conducted in real-world commercial settings. The observed results indicate a negative correlation between the amount of information on a web page and users decision-making and engagement.
... The visual design of a website can elicit positive emotions, enhance user satisfaction, and capture visitors' attention [5]. It is possible to make a reliable decision on whether users like the visual appeal in just 50 milliseconds [6]. Lindgaard et al.'s research illustrates how visual appeal may be closely linked to other design elements, such as layout and color, influencing overall impression. ...
... It is now known that our immediate emotional reaction to products, based on how they look, strongly affects how we later judge their usability [15]. Beautiful websites are seen as more usable [6], [16]. Several works applied a fuzzy approach to modeling aesthetic preferences [17], [18], [19]. ...
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