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The Power Of First Impression

Have you ever wondered which elements of your website make the biggest impression?

This Infographic by Webs is based on a recent Eye-Tracking Study conducted by the Missouri University of Science and Technology:

For their research, Sheng and Dahal enlisted 20 Missouri S&T students to view screenshots, or static images, of the main websites from 25 law schools in the U.S. 

The participants spent an average of 20 seconds on each website.

The website sections that drew the most interest from viewers were as follows:

  • The institution’s logo. Users spent about 6.48 seconds focused on this area before moving on.
  • The main navigation menu. Almost as popular as the logo, subjects spent an average of 6.44 seconds viewing the menu.
  • The search box, where users focused for just over 6 seconds.
  • Social networking links to sites such as Facebook and Twitter. Users spent about 5.95 seconds viewing these areas.
  • The site’s main image, where users’ eyes fixated for an average of 5.94 seconds.
  • The site’s written content, where users spent about 5.59 seconds.
  • The bottom of a website, where users spent about 5.25 seconds.

Although use of color was not part of the eye-tracking study, participants indicated that it did influence their impressions of websites.

“Participants recommended the main color and background color be pleasant and attractive, and the contrast of the text color should be such that it is easier to read,” Dahal wrote in her master’s thesis, titled “Eyes Don’t Lie: Understanding Users’ First Impressions on Website Design Using Eye Tracking.”

The use of images was also an important factor in web design, the subjects of the study said.

 “You must choose your main picture very carefully,” Sheng says.

“An inappropriate image can lead to an unfavorable response from viewers.”

Colors and images utilized play a vital role when it comes to creating favorable responses

By Webs