A Canadian study has shown that users judge the aesthetics of a web site in less than one-twentieth of a second. Translation? The simplest appropriate design is best.

In that space of time (less than a blink), do you think your audience will take in ten product photos, five logos, an animated image and a weather report? Probably not. So, in case you haven’t heard me say this before, ‘dress appropriately’ does not mean ‘look cool’ or ‘play with new technologies’. It means think about how you can please your audience in less than a second.

Creativity matters. But so do first impressions. Always dress appropriately. And always dress simply.
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