Influx

Recent research from Canada shows that web-users make decisions about a site were made in the first 50 milliseconds of viewing. While many communication specialists are obsessed with telling a narrative story, this research shows that people will not even get to the story unless the visuals are clear, simple and understandable. On this evidence, its clear why loading times are so critical.

It would be interesting to see further research to see if there are differences by age and gender and exactly what elements impact perception and how. In addition, it would be great to see how fast people make up their minds about staying with a print ad, an outdoor board and even a television commercial.

In an A.D.D. world, images travel faster than words, which accounts for the recent obsession with design and perhaps it will lead to more importance being placed on art direction and production quality.

It seems like Malcolm Gladwell’s world of Blink could and should be applied to communication; impressions in the first 50 milliseconds count for everything.