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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  1. Designing for the First Five Seconds Making every millisecond count

    3.7designs.co / @37designs
  2. Hi, I’m @3pointRoss 3.7designs.co / @37designs

  3. I classify myself as a Designer 3.7designs.co / @37designs

  4. But I also like to start businesses. WHERE’S THE BIZ?

    3.7designs.co / @37designs
  5. I teach at Michigan State University #YouFail 3.7designs.co / @37designs

  6. I organize WPA2 and WCA2 #Hashbrowns 3.7designs.co / @37designs

  7. My wife says I walk Stomach First? 3.7designs.co / @37designs

  8. I am almost was an author. 3.7designs.co / @37designs

  9. This story begins with my parents.
 We all have an

    internal narrative we use to frame our lives. 3.7designs.co / @37designs
  10. My dad was an architect. That’s a building designer, right?

    3.7designs.co / @37designs
  11. My great grandfather 
 immigrated from Sweden. 3.7designs.co / @37designs

    Oooh, they are good designers! Minimalism FTW.
  12. His company, Puffer Hubbard, designed beautiful, industrial refrigerators.

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

    Puffer Hubbard, designed beautiful, industrial refrigerators.
  14. I’m a designer because of my Scandinavian roots, right? 3.7designs.co

    / @37designs All the evidence points to…
  15. 3.7designs.co / @37designs Not Scandinavian??

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

    she tweeted professionally. 3.7designs.co / @37designs
  17. She taught me Empathy Consideration Kindness 3.7designs.co / @37designs

  18. She taught me Design. 3.7designs.co / @37designs

  19. 3.7designs.co / @37designs

  20. 3.7designs.co / @37designs

  21. 3.7designs.co / @37designs

  22. 3.7designs.co / @37designs

  23. I just thought he smelled bad. 3.7designs.co / @37designs Let’s

    be honest, he probably did.
  24. The root of my behavior was subconscious. 3.7designs.co / @37designs

  25. Our subconscious is more powerful than we realize. 3.7designs.co /

    @37designs
  26. This is why you have five seconds to make an

    impression. 3.7designs.co / @37designs
  27. Five Seconds 3.7designs.co / @37designs

  28. In five seconds you Make a subconscious first impression 3.7designs.co

    / @37designs
  29. In five seconds you Recall a vast amount of associations

    3.7designs.co / @37designs
  30. In five seconds you Make a quick, misinformed assessment about

    how you feel. 3.7designs.co / @37designs
  31. In five seconds you Change your behavior as a result

    3.7designs.co / @37designs
  32. In five seconds you Don’t even realize this is happening

    3.7designs.co / @37designs
  33. Five seconds is the difference between success and failure. 3.7designs.co

    / @37designs
  34. How we think - vs - how we think we

    think. 3.7designs.co / @37designs
  35. 3.7designs.co / @37designs

  36. 3.7designs.co / @37designs

  37. We make quick, subconscious judgements which unknowingly influence our future

    behavior. 3.7designs.co / @37designs
  38. “…much of human behavior is subconscious, beneath conscious awareness.” 3.7designs.co

    / @37designs — Emotional Design by Don Norman
  39. 3.7designs.co / @37designs Neocortex Higher Order Thinking Limbic System Emotion

    Reptilian Complex Survival
  40. 3.7designs.co / @37designs Neocortex Higher Order Thinking Limbic System Emotion

    Reptilian Complex Survival
  41. The neocortex came much later than the limbic system and

    reptilian complex. 3.7designs.co / @37designs
  42. Judgements originate in the reptilian complex and limbic system and

    are justified later by the neocortex. 3.7designs.co / @37designs
  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
  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
  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
  46. You are not fully in control of all thoughts, emotions

    or actions. 3.7designs.co / @37designs
  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
  48. Evidence? Thought you would never ask! (yes I did.) 3.7designs.co

    / @37designs
  49. WASH 3.7designs.co / @37designs

  50. SO_P 3.7designs.co / @37designs

  51. SOAP 3.7designs.co / @37designs

  52. EAT 3.7designs.co / @37designs

  53. SO_P 3.7designs.co / @37designs

  54. SOUP 3.7designs.co / @37designs

  55. P R I M I N G 3.7designs.co / @37designs

  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
  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
  58. Male 3.7designs.co / @37designs Female John Sarah Tom Nick Sandy

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

    Sarah Tom Commerce Domestic Lisa Bob Office
  60. Male or Career 3.7designs.co / @37designs Female or Family Siblings

    Shelly Tim Selling Promotion Donald Kitchen Robert
  61. You can perform complex tasks without thinking about them. 3.7designs.co

    / @37designs
  62. 3.7designs.co / @37designs photo by Hamed Saber

  63. 3.7designs.co / @37designs

  64. 3.7designs.co / @37designs X

  65. Tomato Juice Diarrhea 3.7designs.co / @37designs

  66. Reading the words triggers a range of associations, and even

    causes a physical reaction in your body. 3.7designs.co / @37designs
  67. How do we apply subconscious thought to design? 3.7designs.co /

    @37designs
  68. V I S C E R A L R E

    A C T I O N S 3.7designs.co / @37designs
  69. 3.7designs.co / @37designs photo by Doug Lewis

  70. 3.7designs.co / @37designs

  71. 3.7designs.co / @37designs photo by Jesse Taylor

  72. FOOD SHELTER REPRODUCTION 3.7designs.co / @37designs

  73. FIGHT OR FLIGHT 3.7designs.co / @37designs

  74. 3.7designs.co / @37designs

  75. 3.7designs.co / @37designs

  76. 3.7designs.co / @37designs

  77. 3.7designs.co / @37designs

  78. C O G N I T I V E E

    A S E 3.7designs.co / @37designs
  79. EASY 3.7designs.co / @37designs STRAINED

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

    Good Feels Effortless Feels Suspicious Feels uncomfortable Feels taxing
  81. CLARITY 3.7designs.co / @37designs

  82. None
  83. None
  84. None
  85. SIMPLICITY 3.7designs.co / @37designs

  86. None
  87. None
  88. LEGIBILITY 3.7designs.co / @37designs

  89. Adolf Hitler was born in 1892 Adolf Hitler was born

    in 1887 3.7designs.co / @37designs
  90. AVAILABILITY HEURISTIC 3.7designs.co / @37designs

  91. FAMILIAR FEELS GOOD 3.7designs.co / @37designs

  92. 3.7designs.co / @37designs

  93. 3.7designs.co / @37designs

  94. P R I M I N G 3.7designs.co / @37designs

  95. None
  96. None
  97. None
  98. T H I N S L I C I N

    G 3.7designs.co / @37designs
  99. 3.7designs.co / @37designs

  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
  101. I TRUST THIS SITE 3.7designs.co / @37designs

  102. THIS IS WHAT I’M LOOKING FOR 3.7designs.co / @37designs

  103. Recap Ooooh yeah… 3.7designs.co / @37designs

  104. “…much of human behavior is subconscious, beneath conscious awareness.” 3.7designs.co

    / @37designs — Emotional Design by Don Norman
  105. The first five seconds of observation greatly impacts the overall

    success of a design. 3.7designs.co / @37designs
  106. You can use the following tools to your advantage…. 3.7designs.co

    / @37designs
  107. V I S C E R A L R E

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

    A S E 3.7designs.co / @37designs
  109. P R I M I N G 3.7designs.co / @37designs

  110. T H I N S L I C I N

    G 3.7designs.co / @37designs
  111. Thank you. Be my friend @3pointRoss 3.7designs.co / @37designs