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The actual research behind the claim that a stranger judges your page in seconds, not minutes: visitors form a gut reaction in under 50 milliseconds, and simple, familiar layouts win over clever or complex ones. It's good evidence for why a fifth testimonial or a font change is not what determines whether someone understands your page.
Users love simple and familiar designs: why websites need to make a great first impression
From Google Research by Javier Bargas-Avila
- Visitors form an initial impression of a website in well under a second
- Simple, familiar-looking designs are judged more favorably than complex or unconventional ones
- Comprehension and trust are set almost immediately, long before anyone reads your copy closely
