• Reuters, Wednesday, January 18, 2006 10 AM

Branding and Web site design, apparently, mean everything to consumers, according to a new study. In one-twentieth of a second, the Canadian Behavior and Technology Journal found, consumers make aesthetic judgments that influence the rest of their experience with a given Web site. The study's author tells Retuers.com that the response is actually physiological--meaning Web designers must be sure not to offend users visually, or they'll simply leave. Yet the results don't show designers what leads to like or dislike--perhaps just personal taste.

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