Eyes don’t lie: Understanding Users’ First Impressions on Website Design using Eye Tracking

Abstract

Websites are becoming more prevalent these days. They need to create a favorable first impression on the users during initial exposure. After allocating their attention to stimuli, users form a cognitive representation of the visual information leading to first impression.

Hence, first impression is important to evaluate the effectiveness of a website. This research tries to examine the amount of exposure time needed to form first impression; identify the web design factors that influence the formation of users’ first impression; study the emotional responses of users on website design; and finally understand the relationship between first impression and eye movement. […]