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 1. Blog
 2. Users love simple and familiar designs – Why websites need to make a great
    first impression


USERS LOVE SIMPLE AND FAMILIAR DESIGNS – WHY WEBSITES NEED TO MAKE A GREAT FIRST
IMPRESSION

August 29, 2012

Posted by Javier Bargas-Avila, Senior User Experience Researcher at YouTube UX
Research


Posted by Javier Bargas-Avila, Senior User Experience Researcher at YouTube UX
Research

I’m sure you’ve experienced this at some point: You click on a link to a
website, and after a quick glance you already know you’re not interested, so you
click ‘back’ and head elsewhere. How did you make that snap judgment? Did you
really read and process enough information to know that this website wasn’t what
you were looking for? Or was it something more immediate?

We form first impressions of the people and things we encounter in our daily
lives in an extraordinarily short timeframe. We know the first impression a
website’s design creates is crucial in capturing users’ interest. In less than
50 milliseconds, users build an initial “gut feeling” that helps them decide
whether they’ll stay or leave. This first impression depends on many factors:
structure, colors, spacing, symmetry, amount of text, fonts, and more.

In our study we investigated how users' first impressions of websites are
influenced by two design factors:


 1. Visual complexity -- how complex the visual design of a website looks 
 2. Prototypicality -- how representative a design looks for a certain category
    of websites


We presented screenshots of existing websites that varied in both of these
factors -- visual complexity and prototypicality -- and asked users to rate
their beauty.

The results show that both visual complexity and prototypicality play crucial
roles in the process of forming an aesthetic judgment. It happens within
incredibly short timeframes between 17 and 50 milliseconds. By comparison, the
average blink of an eye takes 100 to 400 milliseconds.

And these two factors are interrelated: if the visual complexity of a website is
high, users perceive it as less beautiful, even if the design is familiar. And
if the design is unfamiliar -- i.e., the site has low prototypicality -- users
judge it as uglier, even if it’s simple.


In other words, users strongly prefer website designs that look both simple (low
complexity) and familiar (high prototypicality). That means if you’re designing
a website, you’ll want to consider both factors. Designs that contradict what
users typically expect of a website may hurt users’ first impression and damage
their expectations. Recent research shows that negative product expectations
lead to lower satisfaction in product interaction -- a downward spiral you’ll
want to avoid. Go for simple and familiar if you want to appeal to your users’
sense of beauty.



   Labels:
 * Human-Computer Interaction and Visualization


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