Internet users can take just one-twentieth of a second to decide whether they like the look of a website, researchers say.
Dr Gitte Lindgaard and colleagues from Carleton University in Ottawa flashed up websites for 50 milliseconds and asked participants to rate them for visual appeal.
When they repeated the exercise after a longer viewing period, the participants’ ratings were consistent.
“Visual appeal can be assessed within 50 milliseconds, suggesting that web designers have about 50 milliseconds to make a good impression,” the Canadians report in the journal Behaviour & Information Technology.
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