According to a new report by the Missouri University of Science and Technology, it takes a website visitor less than two-tenths of a second to form a first impression.
Using eye-tracking software and an infrared camera the research found that the sections of a website that drew the most interest were:
Logo – users spent 6.48 seconds focused on this area.
Main navigation – users spent 6.44 seconds on this area.
Search box – user spent just over 6 seconds on this area.
Social networking links – 5.95 seconds were spent focusing on links to sites such as Facebook and Twitter.
Main image – 5.94 seconds spent looking at this image.
Main text content – users spent 5.59 seconds with this.
Bottom of website – users spent 5.25 seconds on this area.
“We know first impressions are very important,” says Dr. Hong Sheng, assistant professor of business and information technology at Missouri S&T.
“As more people use the Internet to search for information, a user’s first impressions of a website can determine whether that user forms a favorable or unfavorable view of that organization.”
Using eye-tracking software and an infrared camera in Missouri S&T’s Laboratory for Information Technology Evaluation, the researchers monitored students’ eye movements as they scanned the web pages. The researchers then analyzed the eye-tracking data to determine how long it took for the students to focus on specific sections of a page – such as the menu, logo, images and social media icons – before they moved on to another section.
“The longer the participants stayed on the page, the more favorable their impressions were,” Sheng says. “First impressions are important for keeping people on pages.”
Although use of color was not part of the eye-tracking study, participants indicated that it did influence their impressions of websites. “Participants recommended the main color and background color be pleasant and attractive, and the contrast of the text color should be such that it is easier to read,”
The use of images was also an important factor in web design, the subjects of the study said. “You must choose your main picture very carefully,” Sheng says. “An inappropriate image can lead to an unfavorable response from viewers.”
I agree with the article and I cringe everytime I see that damn . xxx ad at the top of this site…about ready to stop visiting here.
No questions about the conclusions of this study. Appearance matters, logos matter, colors matter.
Your site always looks clean and attractive, which is a lot more than can be said for other sites run by some other domainers.
Why experienced businesspeople don’t take some of their revenues and re-invest a tiny portion of them in design talent, I’ll never understand. Good grief, you can go onto 99Designs and hire a fantastic designer to do a world-class logo for $350, and completing the rest of a site would only bring that number to about $1K-$2K — the price of one lousy domain name.
Who will OWN ???? THE.BIG.APPLE ?
.NYC ?
@ Gene
99Designs is nice, but I know at least three logo designers who will do it for $150, and as professionally as you can get it.
As for website design, it always seems like my attention goes to my projects first over my own blog. I was just looking at it tonight and saw some stuff that made me go “urrrrrp!” Thanks for your harsh lecture, my friend. Now I gotta focus on that this weekend, but it will all be good! 😉
@ Stephen & @ Gene I recently had this logo desgined for $27 by Logo Nerds. We had some communications problems, but I’m pleased with the end result. Let me know what you think.
You have 3 seconds. If you can’t get it done by then wave bye bye to the visitor.
@Lucy
You forgot to include the link to see the example. @ Steve – didn’t we boys grow up NOT to think that way *cough* lol
@ Stephen Yup. Then I tried to add it twice but it wouldn’t take. Just click on my name, that will take you through to the $27 logo.
@ Lucy, It looks great on your site – you go!
Let’s see how it looks as your gravatar. Go to Gravatar.com and link it to your posting email . . . Plus, you should use it on your twitter and Facebook page. I ask Ioana for a large (500 X 500 pixel) sharp version of my logo for these 3 applications.
Thanks for the pointer @ Louise Just set it up with Gavatar. We’ll see how it works.
Okay – will try it again with the correct email. I’m not typing with my fingers crossed today, just up all night with a sick parent.
Looks pretty good!
Thanks @ Louise Tag line I’m using with it is ‘Domain Names Everyone Will Want To Visit’