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The current study investigates how different types of company website designs influence first impressions, aesthetic evaluations and memory performance. We implemented an online study with a between-subjects design to examine differences between three design categories identified by ten experts in a pretest: strong colours of one colour family (SCOFA), large pictures (LAPIC) and same amount of pictures and text (SAPAT). The data of 458 participants (52.2% female) reveal that (i) after an exposure time of 5 s, response times for website-related attributes differ between the categories, (ii) LAPIC and SAPAT are perceived as more aesthetic than SCOFA and (iii) memory performance is best on SAPAT sites. These results underline the importance of first impressions of a site's appearance and provide practical guidance for web designers by showing what users associate with certain designs, which designs they prefer, and which sites are the most memorable.
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Douneva et al. (2015) studied this question.
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