Blog
The latest from Google Research
Users love simple and familiar designs – Why websites need to make a great first impression
Wednesday, August 29, 2012
Posted by Javier Bargas-Avila, Senior User Experience Researcher at YouTube UX Research
I’m sure you’ve experienced this at some point: You click on a link to a website, and after a quick glance you already know you’re not interested, so you click ‘back’ and head elsewhere. How did you make that snap judgment? Did you really read and process enough information to know that this website wasn’t what you were looking for? Or was it something more immediate?
We form first impressions of the people and things we encounter in our daily lives in an extraordinarily short timeframe. We know the first impression a website’s design creates
is crucial
in capturing users’ interest. In less than 50 milliseconds, users build an initial “gut feeling” that helps them decide whether they’ll stay or leave. This first impression depends on many factors: structure, colors, spacing, symmetry, amount of text, fonts, and more.
In
our study
we investigated how users' first impressions of websites are influenced by two design factors:
Visual complexity -- how complex the visual design of a website looks
Prototypicality -- how representative a design looks for a certain category of websites
We presented screenshots of existing websites that varied in both of these factors -- visual complexity and prototypicality -- and asked users to rate their beauty.
The results show that both visual complexity and prototypicality play crucial roles in the process of forming an aesthetic judgment. It happens within incredibly short timeframes between 17 and 50 milliseconds. By comparison, the average blink of an eye takes 100 to 400 milliseconds.
And these two factors are interrelated: if the visual complexity of a website is high, users perceive it as less beautiful, even if the design is familiar. And if the design is unfamiliar -- i.e., the site has low prototypicality -- users judge it as uglier, even if it’s simple.
In other words, users strongly prefer website designs that look both
simple
(low complexity) and
familiar
(high prototypicality). That means if you’re designing a website, you’ll want to consider both factors. Designs that contradict what users typically expect of a website may hurt users’ first impression and damage their expectations.
Recent research
shows that negative product expectations lead to lower satisfaction in product interaction -- a downward spiral you’ll want to avoid. Go for simple and familiar if you want to appeal to your users’ sense of beauty.
Labels
accessibility
ACL
ACM
Acoustic Modeling
Adaptive Data Analysis
ads
adsense
adwords
Africa
AI
AI for Social Good
Algorithms
Android
Android Wear
API
App Engine
App Inventor
April Fools
Art
Audio
Augmented Reality
Australia
Automatic Speech Recognition
AutoML
Awards
BigQuery
Cantonese
Chemistry
China
Chrome
Cloud Computing
Collaboration
Compression
Computational Imaging
Computational Photography
Computer Science
Computer Vision
conference
conferences
Conservation
correlate
Course Builder
crowd-sourcing
CVPR
Data Center
Data Discovery
data science
datasets
Deep Learning
DeepDream
DeepMind
distributed systems
Diversity
Earth Engine
economics
Education
Electronic Commerce and Algorithms
electronics
EMEA
EMNLP
Encryption
entities
Entity Salience
Environment
Europe
Exacycle
Expander
Faculty Institute
Faculty Summit
Flu Trends
Fusion Tables
gamification
Gboard
Gmail
Google Accelerated Science
Google Books
Google Brain
Google Cloud Platform
Google Docs
Google Drive
Google Genomics
Google Maps
Google Photos
Google Play Apps
Google Science Fair
Google Sheets
Google Translate
Google Trips
Google Voice Search
Google+
Government
grants
Graph
Graph Mining
Hardware
HCI
Health
High Dynamic Range Imaging
ICCV
ICLR
ICML
ICSE
Image Annotation
Image Classification
Image Processing
Inbox
India
Information Retrieval
internationalization
Internet of Things
Interspeech
IPython
Journalism
jsm
jsm2011
K-12
Kaggle
KDD
Keyboard Input
Klingon
Korean
Labs
Linear Optimization
localization
Low-Light Photography
Machine Hearing
Machine Intelligence
Machine Learning
Machine Perception
Machine Translation
Magenta
MapReduce
market algorithms
Market Research
materials science
Mixed Reality
ML
ML Fairness
MOOC
Moore's Law
Multimodal Learning
NAACL
Natural Language Processing
Natural Language Understanding
Network Management
Networks
Neural Networks
NeurIPS
Nexus
Ngram
NIPS
NLP
On-device Learning
open source
operating systems
Optical Character Recognition
optimization
osdi
osdi10
patents
Peer Review
ph.d. fellowship
PhD Fellowship
PhotoScan
Physics
PiLab
Pixel
Policy
Professional Development
Proposals
Public Data Explorer
publication
Publications
Quantum AI
Quantum Computing
Recommender Systems
Reinforcement Learning
renewable energy
Research
Research Awards
resource optimization
Responsible AI
Robotics
schema.org
Search
search ads
Security and Privacy
Self-Supervised Learning
Semantic Models
Semi-supervised Learning
SIGCOMM
SIGMOD
Site Reliability Engineering
Social Networks
Software
Sound Search
Speech
Speech Recognition
statistics
Structured Data
Style Transfer
Supervised Learning
Systems
TensorBoard
TensorFlow
TPU
Translate
trends
TTS
TV
UI
University Relations
UNIX
Unsupervised Learning
User Experience
video
Video Analysis
Virtual Reality
Vision Research
Visiting Faculty
Visualization
VLDB
Voice Search
Wiki
wikipedia
WWW
Year in Review
YouTube
Archive
2022
May
Apr
Mar
Feb
Jan
2021
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2020
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2019
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2018
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2017
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2016
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2015
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2014
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2013
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2012
Dec
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2011
Dec
Nov
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2010
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2009
Dec
Nov
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2008
Dec
Nov
Oct
Sep
Jul
May
Apr
Mar
Feb
2007
Oct
Sep
Aug
Jul
Jun
Feb
2006
Dec
Nov
Sep
Aug
Jul
Jun
Apr
Mar
Feb
Feed
Follow @googleai
Give us feedback in our
Product Forums
.
