Interface Lab

First impressions form within 50 ms

A work index is judged almost instantly; its initial view should convey what the site contains and its quality without requiring interaction.
Project presentationInsufficient evidence

Sources

  • EmpiricalLindgaard et al. (2006)

    Appeal ratings after 50 ms exposure strongly correlated with ratings after 500 ms.

    “visual appeal can be assessed within 50 ms”Abstrak
  • EmpiricalReinecke et al. (2013)

    First impressions can influence subsequent usability and trust judgments.

    “This first impression is influential enough to later affect their opinions of a site's usability and trustworthiness.”Abstrak

Experiments

Findings

Insufficient evidence

The pilot confirmed its procedure: 500 ms exposures were timed accurately, unachievable 50 ms exposures were flagged, orders were randomized, and answers were recorded. But no human participants have taken part, so appeal rankings at 50 ms versus 500 ms cannot be compared and the hypothesis remains undecided.