Attention web designers: You have 50 milliseconds to make a good first impression!
Lindgaard, Fernandes, Dudek and Brown report three studies of how quickly people form an opinion of the visual appeal of web homepages. Ratings given after short exposures were highly correlated with ratings from longer exposures, including a 50 millisecond condition, and the authors conclude that visual appeal can be assessed within 50 milliseconds. The full text was not read, so no further detail is used.
Lindgaard, Fernandes, Dudek and Brown report three studies of how quickly people form an opinion of the visual appeal of web homepages. Ratings given after short exposures were highly correlated with ratings from longer exposures, including a 50 millisecond condition, and the authors conclude that visual appeal can be assessed within 50 milliseconds. The full text was not read, so no further detail is used.
Written from the openAlex abstract record, 2026-11-03.
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Recorded when this source was checked, figures included, with page references and quotation marks removed.
Lindgaard, G., Fernandes, G., Dudek, C., & Brown, J. (2006). Attention web designers: You have 50 milliseconds to make a good first impression! Behaviour & Information Technology, 25(2). doi:10.1080/01449290500330448 https://doi.org/10.1080/01449290500330448