Designing for the First Five Seconds

Designing for the First Five Seconds

People make snap judgements. In fact, most users only take 50 milliseconds to form their first impression of your site. This impression lasts the remainder of their visit and even influences return visits. Suffice to say, the first five seconds a user experiences your site is extremely important.

Designing for first impressions is no easy task. 50 milliseconds isn’t enough time to read a single line of copy or even fully comprehend what you’re looking at. So how can you design for good first impressions?

The key is understanding human psychology and emotional reactions. Despite our highly evolved state, all humans have a subconscious “”lizard brain”” that makes lightening fast assessments about what feels good or bad. If you understand the lizard brain, you can use design to illicit positive first impressions.

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Ross Johnson

June 15, 2014
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Transcript

  1. 9.

    This story begins with my parents.
 We all have an

    internal narrative we use to frame our lives. 3.7designs.co / @37designs
  2. 11.
  3. 13.

    His company, Puffer Hubbard, designed beautiful, industrial refrigerators. His company,

    Puffer Hubbard, designed beautiful, industrial refrigerators.
  4. 14.
  5. 16.

    My mom was a social worker. No, that doesn’t mean

    she tweeted professionally. 3.7designs.co / @37designs
  6. 26.

    This is why you have five seconds to make an

    impression. 3.7designs.co / @37designs
  7. 30.

    In five seconds you Make a quick, misinformed assessment about

    how you feel. 3.7designs.co / @37designs
  8. 34.

    How we think - vs - how we think we

    think. 3.7designs.co / @37designs
  9. 41.

    The neocortex came much later than the limbic system and

    reptilian complex. 3.7designs.co / @37designs
  10. 42.

    Judgements originate in the reptilian complex and limbic system and

    are justified later by the neocortex. 3.7designs.co / @37designs
  11. 43.

    “[I] refer to two systems in the mind, System 1

    and System 2” 3.7designs.co / @37designs — Thinking, Fast and Slow by Daniel Kahneman
  12. 44.

    “System 1 operates automatically and quickly, with little or no

    effort and no sense of voluntary control.” 3.7designs.co / @37designs — Thinking, Fast and Slow by Daniel Kahneman
  13. 45.

    “System 2 allocates attention to the effortful mental activities that

    demand it, including complex computations.” 3.7designs.co / @37designs — Thinking, Fast and Slow by Daniel Kahneman
  14. 46.

    You are not fully in control of all thoughts, emotions

    or actions. 3.7designs.co / @37designs
  15. 47.

    “…what we think of as free will is largely an

    illusion: much of the time, we are simply operating on automatic pilot, and the way we think and act — and how well we think and act on the spur of the moment — are a lot more susceptible to outside influences than we realize.” 3.7designs.co / @37designs — Blink by Malcom Gladwell
  16. 56.

    Him was worried she always from are Florida oranges temperature

    ball the throw toss silently shoes give replace old the us bing sing play let sunlight makes temperature wrinkle raisins be will sweat lonely they 3.7designs.co / @37designs
  17. 57.

    Him was worried she always from are Florida oranges temperature

    ball the throw toss silently shoes give replace old the us bingo sing play let sunlight makes temperature wrinkle raisins be will sweat lonely they 3.7designs.co / @37designs
  18. 59.

    Male or Family 3.7designs.co / @37designs Female or Career Babies

    Sarah Tom Commerce Domestic Lisa Bob Office
  19. 60.

    Male or Career 3.7designs.co / @37designs Female or Family Siblings

    Shelly Tim Selling Promotion Donald Kitchen Robert
  20. 66.

    Reading the words triggers a range of associations, and even

    causes a physical reaction in your body. 3.7designs.co / @37designs
  21. 68.

    V I S C E R A L R E

    A C T I O N S 3.7designs.co / @37designs
  22. 78.

    C O G N I T I V E E

    A S E 3.7designs.co / @37designs
  23. 80.

    EASY 3.7designs.co / @37designs STRAINED Feels familiar Feels true Feels

    Good Feels Effortless Feels Suspicious Feels uncomfortable Feels taxing
  24. 82.
  25. 83.
  26. 84.
  27. 86.
  28. 87.
  29. 89.

    Adolf Hitler was born in 1892 Adolf Hitler was born

    in 1887 3.7designs.co / @37designs
  30. 95.
  31. 96.
  32. 97.
  33. 98.

    T H I N S L I C I N

    G 3.7designs.co / @37designs
  34. 100.

    3.7designs.co / @37designs Looks professionally designed credible logo Food related

    Looks expensive Earthy / Organic Style Modern Salmon Lentils Broccoli Paper Crinkled Wood Table Dark Looks Modern Food related Buy food Classy Hipster
  35. 105.

    The first five seconds of observation greatly impacts the overall

    success of a design. 3.7designs.co / @37designs
  36. 107.

    V I S C E R A L R E

    A C T I O N S 3.7designs.co / @37designs
  37. 108.

    C O G N I T I V E E

    A S E 3.7designs.co / @37designs
  38. 110.

    T H I N S L I C I N

    G 3.7designs.co / @37designs