Visual Design: Why First Impressions Matter

First impressions matter in website design and UX! It takes just 0.05 seconds for people to form an opinion about your website… Here’s what you need to know.

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Ramzi Chamat / 8 Ways Media
2019-06-05 10:43:00

First impressions are vital. It takes 1/10th of a second to form a first impression of someone, and about 50 milliseconds (0.05 seconds) for people to form an opinion about your website. Those first 0.05 seconds will determine whether or not they stay put on your website – or whether they leave.

The first impression of your website depends on:

Colours

Structure

Spacing

Symmetry

Amount of text

Choice of fonts

And much more…

The better the first impressions are, the longer users will stay on the page.

Some of the key features to focus on to create positive first impressions are:

A captivating logo

A compelling navigation menu

An easy-to-use search box

An engaging opening image

Impressive written content

According to studies, first impressions are 94% related to design, visual appeal and website navigation, with the look and feel of a website having the biggest impact on first impressions.

Users found the following factors off-putting:

Complex design

Boring design

Busy layout

Lack of navigation aids

Pop up adverts

Slow site loading speed

Too much text

Poor search capabilities

Corporate look and feel

To contrast, a well-designed website enhances the trustworthiness of your website, encourages users to stay put for longer and helps to develop your brand identity.

How to make a strong first impression with visual design

1. Differentiate your website from the competition

A study carried out by The Cheskin Research and Studio Archetype Studies found that the six most important factors in building trust with an e-commerce company are:

Brand

Navigation

Fulfilment

Presentation

Up-to-date technology

Security logos


2. Have an impressive above-the-fold area

While research has found that users don’t mind scrolling once they start browsing through your website, it’s still important that the above-the-fold creates a positive first impression. Don’t forget that users form their first impressions within the first 0.05 seconds, so unless you make a positive first impression, people will quickly exit your site in favour of a competitor’s.

Navigation is also extremely important, with issues such as complex navigation and hidden costs often putting users off before they make a purchase. Alternaitely, the following features are more likely to keep browsers shopping right through to the point of sale:

Multiple ways to navigate throughout the site

Items on sale

New and exclusive products – regularly updated

Products on sale

Easy-to-use and flexible customer support availability

As you can see there are a number of elements that you can implement on your website to create a positive first impression. Good first impressions are excellent news for businesses. Does your website create a positive first impression?

8 Ways Media is an award-winning digital design agency with an impressive array of local and international clients. If you are seeking to update your current web design and would like to learn more, please contact our team of creators today.

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