If design were reducible to a set of principles, wouldn't we find an awful lot of similar houses, gardens, cars, rooms? You'd have no variety. |
It really is just a physiological response. So Web designers have to make sure they're not offending users visually. If the first impression is negative, you'll probably drive people off. |
People make up their mind very, very quickly about how much they like what they see. |
Unless the first impression is favorable, visitors will be out of your site before they even know that you might be offering more than your competitors. |
We know from the judgment and decision-making literature that once we have formed an opinion, that opinion is likely to stick and we're going to look selectively for evidence supporting our hypothesis. |
We've been trying to figure out from these web pages whether there were any commonalities between the ones that were liked . . . We really haven't found an awful lot. |