Snap Decisions

The BBC had an article today about how we make decisions on whether or not to trust a website within a twentieth of a second. Studies seem to indicate that, whatever the real content and value of the site, most people trust their first instinct and go on to re-enforce that belief with a halo effect that makes the content on the site seem more valuable to us.

From an interaction design perspective this would seem to be simultaneously interesting and concerning. Designing a highly functional and usable site apparently means little unless people react well to it in an emotional manner when they first arrive. I feel this research is only true of sites where you have not already formed an emotional relationship through some manner, be it other channels that present the brand or information you have received, such as blog recommendations. Also the question is raised of what your target audience would react positively to.