{
  "schema_version": "1.1",
  "id": "website-first-impression-50-milliseconds",
  "slug": "website-first-impression-50-milliseconds",
  "url": "https://groundedkit.com/claims/website-first-impression-50-milliseconds/",
  "api_url": "https://groundedkit.com/api/claims/website-first-impression-50-milliseconds.json",
  "claim": "Users form an opinion about your website in 50 milliseconds (0.05 s)",
  "commonly_cited_as": "\"You have 0.05 seconds to make a good first impression\"",
  "verdict": "verified",
  "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.",
  "confidence": "medium",
  "rating": {
    "value": 5,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "Lindgaard, Fernandes, Dudek & Brown (Carleton University)",
    "title": "Attention web designers: You have 50 milliseconds to make a good first impression! (Behaviour & Information Technology 25(2))",
    "year": "2006"
  },
  "quote": "Study 3 again replicated the 500 ms condition as well as adding a 50 ms condition using the same stimuli",
  "method": "Three lab studies; small student samples (e.g. 22 and 31 participants) rated the visual appeal of web homepages shown for 500 ms and 50 ms.",
  "drift": [
    "Scope: often stretched from 'visual appeal rating' to trust, credibility or whether users stay"
  ],
  "interest": "n/a",
  "safe_rephrasing": "A 2006 lab study found people's ratings of a homepage's visual appeal after 50 ms were consistent with ratings after longer exposure.",
  "sources": [
    {
      "title": "Lindgaard et al. 2006 (PDF)",
      "url": "https://www.makinggood.ac.nz/media/1265/lindegaardetal_2006_attention.pdf",
      "primary": true
    }
  ],
  "kind": "stat_check",
  "as_of": "2006",
  "last_checked": "2026-10-16",
  "stale": false,
  "date_reviewed": "2026-10-16",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}