Visual appeal

Visual appeal can, more than anything, attract attention. This is key to getting customers engaged with the website. Given a choice, customers always prefer a well designed website above a poorly designed or neutral one.

According to one study (2), it takes about 50 milliseconds (that’s 0.05 seconds) for customers to form an opinion about the website and determines whether they like the site or not, or whether they will stay or leave.

A separate research (3) suggests that an attractive site is more likely to pull in users than an unattractive site regardless of how well it is designed from a usability standpoint.

Our assessment of the four websites in terms of visual appeal is as follows: