The first impression of
a web page can be formed in a very brief moment. Researchers have proved that a
web user forms their first impression of your web site in as little as 50
milliseconds. A person can make judgments about a web designs visual
attractiveness within the blink of an eye. Going by the rule of “halo effect”,
where a person’s perception about one trait can lead to similar perceptions
about another, and as they say, “first impression is the last impression” the
first impression founded of a website can lead to subsequent judgments about
the authenticity, usability, credibility which in turn will certainly effect their
purchasing decisions. A better first impression can be made by creating n
attractive, fast loading and visually appealing website.
The Halo Effect
The “halo effect” refers
to the generic assumption of a particular trait based on another particular
trait. As an example, a wealthy person may be considered intelligent and
successful in life. Cognitive thoughts lead to the speed at which website users
form value judgments about a website. The precognitive reaction is a
physiological reaction caused by what is visible on the computer screen. Thus,
carrying this first impression forward to conclude about other traits of a particular
product is known as the Halo Effect. Users ignore all evidence and give more
importance to their initial feelings.
Emotion and Cognition
Halo Effect proves the
definite relationship that exists between our emotional reaction to a website
and our conscious thought process. Purchase decisions involve cognitive
judgments and also emotional judgments even for a rational consumer.
Photographs verses Sketches
Photographs have much
worse recognition compared to sketches. Sketches are easily identifiable. A
professional web design company will use relaxing visuals, awesome graphics and
easy navigation to have business organizations hold an edge over their
competition by increasing onsite conversion rates.
The article points out that
users can make conclusions about your website in as little as 50 milliseconds.
If a user gets a poor first impression of your website, they are very likely to
disapprove it even if you offer better products, services or usability. You
only get one opportunity to make a good first impression and you have to make
the most of it .
For more information on web design
Melbourne and online marketing, get in touch with Whiteblack Digital on
1300 559 971 or info@whiteblackdigital.com.au.
