Beyond Five Seconds: Rethinking First Impressions in UX
Implications for Five-Second Testing in UX
Summary: This article explores the influence of cognitive abilities and visual complexity on first impressions of a user interface design. Traditionally, five-second testing has been a staple in assessing initial reactions to digital designs. However, recent research by Kuric et al. challenges this standard, revealing that both cognitive capabilities and the visual intricacy of stimuli significantly sway these early impressions. This study not only questions the universality of the five-second benchmark but also emphasises the need for a nuanced approach that considers individual cognitive differences and stimulus complexity in user experience (UX) design.
First Impressions
First impressions are crucial in many aspects of life, including UX. Research has shown that users form an opinion about a website within the first 50 milliseconds of viewing it. First impressions can often dictate user engagement and experience for the entire period of their interaction with the interface.
Traditionally, the 'five-second test' has been a go-to method to gauge these impressions. This test refers to a form of usability testing that allows us to measure the first impressions users have of a specific design. During a five-second test, users are shown a fixed interface (e.g., webpage or image from the design that’s being tested) for 5 seconds. Once the interface disappears, they are asked a number of follow-up questions (usually, open-ended) or complete questionnaires to elicit their first impressions. If you want to find out more about it, check out my previous post on five-second tests.
However, a new study by Kuric et al. identified a critical gap in this approach – the neglect of users' varied cognitive abilities and the differing visual complexities of interfaces. Cognitive abilities refer to concepts such as working memory. Working memory refers to a cognitive system that plays a crucial role in how we process, manipulate, and remember information on a short-term basis. It's similar to a mental workspace where we hold and work with information temporarily.
The study involved participants undergoing cognitive ability tests (focusing on working memory and perceptual speed) and evaluating website designs of varying complexity over different time spans (2, 5, and 10 seconds). This approach enabled the researchers to study how differing cognitive abilities and visual complexity impact the user’s first impressions of a UI.
The main findings are discussed below:
Cognitive Abilities:
Participants with varied cognitive abilities (particularly in working memory and perceptual speed) showed differing capacities in understanding and recalling information from the UIs presented.
Higher cognitive abilities did not necessarily translate to more detailed or accurate first impressions, challenging the assumption that a longer exposure time benefits users with higher cognitive abilities.
Visual Complexity:
The complexity of the UI significantly influenced first impressions. More complex designs required longer exposure for accurate user comprehension.
A balance is needed to ensure that UIs are neither too simple to be not engaging enough nor too complex to be overwhelming at first glance.
What does this mean for UXers?
Five-second tests are a popular tool in UX. To improve their effectiveness we can consider the following:
Customise testing based on cognitive abilities:
Recognising that users have different cognitive strengths, we should consider customising testing parameters. For instance, users with lower working memory might benefit from longer exposure times during testing. This can be particularly important when we’re working with older or users with disabilities affecting their working memory. Think of who the user and the research participant is before designing the test.
Consider visual complexity:
Given that visual complexity influences user comprehension, it’s crucial to adjust testing times accordingly. Simpler designs might be adequately tested in shorter durations, while more complex ones might require extended exposure. For example, if you’re testing more complex UIs five seconds might not be enough. Try conducting a preliminary pilot study to identify the optimal exposure time.
Rethinking the 'five-second rule':
The study suggests moving away from the rigid five-second standard, advocating for a more flexible approach tailored to the cognitive profiles of the user base and the visual complexity of the UI.
The research by Kuric et al. marks an advancement in our understanding of first impressions in UI design. It encourages a more user-centric approach, taking into account the diversity in cognitive abilities and visual perception of our users. For UX professionals, this study stresses the importance of tailoring testing and design strategies to meet the varied needs of our user base, ensuring both inclusivity and effectiveness in design.
Further research is needed to develop detailed guidelines for adjusting testing parameters based on cognitive abilities and visual complexity. Additionally, exploring the interplay between these factors in different demographic groups could provide deeper insights into creating universally appealing and effective user interfaces.