Designers asked: what impression can you leave in a second?

"The beauty of a second," begins a video that subsequently whisks you on a journey through dozens of captivating moments. An associated article on Drawar then asks: what would you do if you only had a second to make an impression, and would it change your approach to design?

Although the original video is part of a film challenge, it's very appropriate for designers, who are always battling with the fickle nature of the average web user. "In fact, researchers in Canada demonstrated that test subjects felt able to judge the quality of a website in as little as 1/20th of a second," says Clearleft founding partner Andy Budd. "This speed precludes much cognitive thought and lends credence to the belief that we make gut reactions in the blink of an eye, and then try to post-rationalise them later."

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