Designing for the First Five Seconds (updated)

2d719a871ac6062f87ade207ff6802b8?s=47 Ross Johnson
August 16, 2014

Designing for the First Five Seconds (updated)

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 lightning fast assessments about what feels good or bad. If you understand the lizard brain, you can use design to illicit positive first impressions.

2d719a871ac6062f87ade207ff6802b8?s=128

Ross Johnson

August 16, 2014
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  1. Designing for the First Five Seconds Making every millisecond count

    3.7designs.co / @37designs
  2. How much do you know about our presidents? 3.7designs.co /

    @37designs
  3. Abraham Lincoln and John F. Kennedy were both US presidents,

    elected one hundred years apart. 3.7designs.co / @37designs
  4. Both were killed by assassins who were called by three

    names 3.7designs.co / @37designs
  5. John Wilkes Booth 3.7designs.co / @37designs

  6. Lee Harvey Oswald 3.7designs.co / @37designs

  7. Both of those names have fifteen letters. 3.7designs.co / @37designs

  8. Neither killer made it to trial. 3.7designs.co / @37designs

  9. They were both killed on a Friday, sitting next to

    their wives. 3.7designs.co / @37designs
  10. Lincoln in the Ford Theater. 3.7designs.co / @37designs

  11. Kennedy in a Lincoln made by Ford. 3.7designs.co / @37designs

  12. Both were succeeded by a someone with the last name

    of "Johnson" 3.7designs.co / @37designs
  13. Andrew Johnson for Lincoln 3.7designs.co / @37designs

  14. Lyndon Johnson For Kennedy 3.7designs.co / @37designs

  15. Andrew was born in 1808, Lyndon in 1908 3.7designs.co /

    @37designs
  16. 3.7designs.co / @37designs

  17. 3.7designs.co / @37designs

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

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

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

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

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

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

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

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

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

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

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

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

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

    / @37designs All the evidence points to…
  31. 3.7designs.co / @37designs Not Scandinavian??

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

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

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

  35. 3.7designs.co / @37designs

  36. 3.7designs.co / @37designs

  37. 3.7designs.co / @37designs

  38. 3.7designs.co / @37designs

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

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

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

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

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

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

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

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

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

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

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

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

    think. 3.7designs.co / @37designs
  51. 3.7designs.co / @37designs

  52. 3.7designs.co / @37designs

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

    / @37designs — Emotional Design by Don Norman
  54. We make quick, subconscious judgements which unknowingly influence our future

    behavior. 3.7designs.co / @37designs
  55. 3.7designs.co / @37designs Neocortex Higher Order Thinking Limbic System Emotion

    Reptilian Complex Survival
  56. 3.7designs.co / @37designs Neocortex Higher Order Thinking Limbic System Emotion

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

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

    are justified later by the neocortex. 3.7designs.co / @37designs
  59. “[I] refer to two systems in the mind, System 1

    and System 2” 3.7designs.co / @37designs — Thinking, Fast and Slow by Daniel Kahneman
  60. “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
  61. “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
  62. You are not in full control of all thoughts, emotions

    or actions. 3.7designs.co / @37designs
  63. “…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
  64. Evidence? Thought you would never ask! (yes I did.) 3.7designs.co

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

  66. SO_P 3.7designs.co / @37designs

  67. SOAP 3.7designs.co / @37designs

  68. EAT 3.7designs.co / @37designs

  69. SO_P 3.7designs.co / @37designs

  70. SOUP 3.7designs.co / @37designs

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

  72. 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
  73. 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
  74. Male 3.7designs.co / @37designs Female John Sarah Tom Nick Sandy

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

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

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

    / @37designs
  78. 3.7designs.co / @37designs photo by Hamed Saber

  79. 3.7designs.co / @37designs

  80. 3.7designs.co / @37designs X

  81. More Likely to Die Via 3.7designs.co / @37designs Stroke Accident

  82. More Likely to Die Via 3.7designs.co / @37designs Tornadoes Asthma

  83. More Likely to Die Via 3.7designs.co / @37designs Disease Accident

  84. More Likely to Die Via 3.7designs.co / @37designs Stroke Accident

  85. More Likely to Die Via 3.7designs.co / @37designs Tornadoes Asthma

  86. More Likely to Die Via 3.7designs.co / @37designs Disease Accident

  87. A V A I L A B I L I

    T Y H E U R I S T I C 3.7designs.co / @37designs
  88. Tomato Juice Diarrhea 3.7designs.co / @37designs

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

    causes a physical reaction in your body. 3.7designs.co / @37designs
  90. Yes… design can alter your physical state. 3.7designs.co / @37designs

  91. How do we apply subconscious thought to design? 3.7designs.co /

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

    A C T I O N S 3.7designs.co / @37designs
  93. 3.7designs.co / @37designs photo by Doug Lewis

  94. 3.7designs.co / @37designs

  95. 3.7designs.co / @37designs photo by Jesse Taylor

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

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

  98. 3.7designs.co / @37designs

  99. 3.7designs.co / @37designs

  100. 3.7designs.co / @37designs

  101. 3.7designs.co / @37designs

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

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

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

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

  106. None
  107. None
  108. None
  109. SIMPLICITY 3.7designs.co / @37designs

  110. None
  111. None
  112. LEGIBILITY 3.7designs.co / @37designs

  113. Adolf Hitler was born in 1892 Adolf Hitler was born

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

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

  116. REPEAT IMPORTANT MESSAGES 3.7designs.co / @37designs

  117. 3.7designs.co / @37designs

  118. 3.7designs.co / @37designs

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

  120. None
  121. None
  122. None
  123. T H I N S L I C I N

    G 3.7designs.co / @37designs
  124. 3.7designs.co / @37designs

  125. 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
  126. 3.7designs.co / @37designs

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

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

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

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

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

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

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

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

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

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

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