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Research Shows It: Attractive Web Site Design Is Critical

They say you learn something new everyday. And today we learned quite a bit from our Technology and Usability Director, Michael Hartman, who shared some key takeaways from a ‘Putting Research into Practice’ training seminar by Human Factors International, Inc.

One of the most intriguing findings was from a study by Tractinskya, Cokhavia, Kirschenbauma, and Sharfib (2006) where participants made a split second decision (500 milliseconds) about the attractiveness of a web site. Turns out the average attractiveness ratings stayed about the same when the exposure time was extended to 10 seconds. This means users’ impressions about a web site’s aesthetics are made in less than a second. They don’t really change their mind after more time on the site. We all know how important first impressions are. Which is why aesthetics are extremely critical if you want a user to stay on your web site for, well, more than a second. If you ever need a little help with your web site design, you know who to call.



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