The document discusses the importance of design in influencing user perceptions and conversions, indicating that a website's design can determine a user's trust and willingness to engage with a brand within just 1/20 of a second. Key factors for effective first impressions include low complexity and similarity to other sites, with poor design leading to a higher bounce rate and good design enhancing credibility. The concept of 'priming' is introduced, highlighting how first impressions can shape future interactions and customer intentions towards a brand.

1. WHY DESIGN
MATTERS
How Good Design Affects Conversions

2. DESIGN IS ALL ABOUT THE. . .
TITTLE
BAR
SHOULDER
BOWL
ASCENDER

3. “Good design is good business.”
Thomas J. Watson
CEO of IBM from 1914-1956

4. th
1/20
of a second
Time it takes a user to determine if they
like a site’s design or not.

5. THIS SNAP JUDGEMENT
determines whether or not a customer will:
TRUST
your site
LIKE
your brand
BUY
your product

6. THIS SNAP JUDGEMENT
MATTERS

7. 94%
First Impressions of Websites Are
D e s i g n - R e l a t e d

8. Key Factors
For Good First Impressions
1. Low Complexity
2. High Prototypicality*
*This means similarity to other sites in its category

9. 1
#
Contributor to Bounce*
Is Poor Interface Design
*According to a study by Stanford University

10. 1
#
Indicator of Credibility*
Is Good Graphic Design
*According to a study by Stanford University

11. VISUAL APPEAL > USABILITY
In Influencing User Perception

12. INSPIRATIONAL IMAGES
Drive Better First Impressions
Than Any Other Factor

13. And First Impressions Are...
EVERYTHING

14. This is because of Something Called
PRIMING

15. prim·ing | ˈprīmiNG |
verb
1 the activation of specific memories
that influence subsequent behaviors

16. The First Impression
Influences Every Subsequent Interaction

17. A Well Designed Site
PRIMES people to have positive interactions
with your brand moving forward.

18. Once Someone Has Been
PRIMED
Your Job Becomes Much
EASIER

19. Because Priming Turns
ATTENTION
Into
INTENTION

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