Recent research suggests people leave a web site 50 milliseconds after they enter it, unless they see some reason to linger. In other words, people are making an instant decision as to whether or not your site provides them with what they want even before they’ve had a chance to read your text. This suggests that the instant impact of the site is important. The most obvious aspect of this instant impact is colour. For instance, people looking for a gardening site expect to see green or brown; if the site is all in red, they’ll be amongst the 50 millisecond departers as the colour isn’t right. What colour is your web site and does it match the expectation of your audience? If not, you could be losing millions of potential customers simply because you’ve chosen the wrong colour.

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