Although we often think we make decisions logically, much of our decision-making is informed by initial impressions. Users form strong opinions about relevance, credibility, and usability based on how they felt when they first saw a design. By understanding these quick, automatic judgments, UX designers can create more effective and user-friendly designs.
Two Systems of Information Processing
Daniel Kahneman in his book Thinking, Fast and Slow, describes two modes in which people process information: Systems 1 and 2.
- System 1, Initial Impression: This is our “automatic system” that works quickly and with little effort to recognize patterns and simple relationships. Fast, automatic, and based on patterns and experience, it helps us avoid being overwhelmed by too much information.
- System 2, Lasting Impression: This system is slower, more deliberate, and requires effort, and it is involved when we handle complex tasks and decisions. This system is influenced by initial impressions.
According to research by Gitte Lindgaard and her colleagues, a decision on aesthetics is made as early as 50 milliseconds into visiting a site, and this rarely changes even if you give people more time.
Design Tips
- Prioritize User Workflows
- People quickly assesses relevance and usability. Users scan for high information scent and ignore what seems irrelevant.
- Understand what different users need and make important information easy to find.
- Make sure first seen items are highly relevant to the user’s primary goals.
- Ensure key information stands out visually to catch System 1’s attention.
- Create Great Visuals
- Attractive designs are perceived as more usable. People make quick judgments about designs, often within milliseconds.
- Start with a strong, appealing design to create a positive first impression.
- Ensure good contrast and balanced layouts for clarity and visual appeal.
- Site Credibility
- Users perceive credibility based on their initial impression of design elements.
- Prominent features can enhance or undermine trust.
- Do not overwhelm users with intrusive or annoying elements.
First impressions significantly affect users’ views on a site’s aesthetics, usability, and credibility. To design effectively, consider the automatic processes of System 1 and test your designs with real users to ensure they make a strong, positive impact.