Visual impact is formed during the first 4 seconds in which a user first displays a web page. The visual impact is the first impression that a user has the first time he accesses a web page, and it depends on the predisposition that he has to continue in it or abandon it and access another.

Humans enjoy having a holistic perception, that is, we perceive and understand the whole before its parts. For example, when we see a window, we see a “window” and we know what it is, we do not perceive, four wooden slats, a glass and an iron to open separately, we perceive and understand the whole.

Thanks to this holistic perception, when we access a website, the first impression we have (visual impact) is formed by the set of elements that make up the web like colours, design, distribution …

HOW TO PROVIDE A GOOD VISUAL IMPACT?

To offer an optimal visual impact we must think about who will visit us and design a web aimed at them.

So, taking into account who will be targeted the web we will pay attention to the following aspects:

• THE COLOURS : Depending on the profile of the users who will visit us and the feelings we want to convey, we will use some colours depending on the psychology of colour.For instance, a website dedicated to Heavy Metal will hardly succeed if it is designed with an array of pink colours.

• GRAPHIC DESIGN AND IMAGES: The graphic elements, images and banners as well as the design must be related to the theme of the web page. If this does not happen, the user will feel confused.

• THEME AND OBJECTIVE OF THE WEB MUST BE CLEAR FROM THE BEGINNING: When a user first accesses a web, the first questions that are ask are: What is it about? And what can they do ?. In this way, we will try to make clear the topic of the web from a first moment through significant images and slogans clearly visible on the home page. Usually, they will be located in the upper or middle-upper part of the Home because that is where the user’s view is directed during the first seconds to find out what the web is about.

• THE DISTRIBUTION: The third question that a user makes when accessing a website is: Where can I go? To respond quickly to this question we will distribute information, blocks and links in a clear and differentiated way. We will try to make clear the main sections and the options available. A good way to do this is to structure the page in blocks.

For a few years now, the most effective and intuitive distribution of web pages has been called the “F” distribution, where access to the main sections is located at the top; Links of interest and in the centre of the page is located the most relevant information.

The layout should never exceed the width of the screen; A horizontal scroll is the worst enemy we can have if we want to offer a positive visual impact.

Although the vertical scroll is admitted, the most relevant information, slogans, representative images and main accesses should be placed at the top and middle of the page.

• INTUITIVE: From the outset, the website should be intuitive. The user has to be able to understand its operation easily and from the outset. For this, in addition to the distribution, we will clearly highlight the accesses, possibilities and functions so that, from a first moment, the user intuitively knows what will happen if you click on a link or select an option.

• CONTENT: In order to offer a good visual impact, the content, besides being related, will show clear and block information under identifiable and significant labels. We will follow the rule of 1 paragraph = 1 idea and we will help of images and graphical elements to break the monotony of a long text and to structure the information
  .

The content will be displayed in spaced blocks, leaving “air” between them to facilitate their identification.

The texts will have a high contrast with the background to facilitate their reading; Preferably the background will be clear and the texts of dark colors.

The texts will be read from left to right and the titles will be placed above the justified text to the left or centered with the text.

Buttons and links like “+ info”, “Read more”, “Next”, etc. We will place them in the bottom right of the content. This is because, in the West, the reading is done from left to right and from top to bottom, so an access to more information or a button related to the content hope to find it in the lower right, when finished reading the text .

• IDENTITY: The identity of the company or person responsible for the page is a fundamental factor in the visual impact because, if from the outset, the user does not know clearly who the page is, you can mistrust and get a bad impression.

To prevent this from happening, we will place the logo or name of the owner of the page in a clearly visible and prominent position. Preferably in the top left or top centre of the screen.
If we try to meet these points when designing our website, we will offer a positive visual impact, the new user will understand the page, its structure, its operation and will feel at ease visually.

A positive visual impact is a guarantee that the user will not leave our website at straight away but will be attracted and encouraged to navigate and discover everything we offer.

Let’s look at two examples of visual impact:

NEGATIVE VISUAL IMPACT

At first sight:

1. Does anyone know what the website is about? What is your goal?
2. What are the main sections?
3. What can we do ? Where can we go? Is it intuitive?
4. Are all images related? (Cars, Gas stations, “Over 30 movies”, McAfee Logo, FHM Logo, BBC Radio Logo, …)
5. Visually appealing?The only point that fulfils correctly would be the identity and …

POSITIVE VISUAL IMPACT

At first sight:

1. What is the website about? What is your goal?
2. What are the main sections?
3. What can we do ? Where can we go? Is it intuitive?
4. Are all images related?
5. Visually appealing?
6. What is the owner’s identity?

I think with these two examples it is quite clear the importance of offering a good first impression, a good visual impact.

While a page is not known what it is about, what can be done, is not intuitive, the main sections are not clearly visible, the color combination is strident, the images are not related to each other and visually unattractive. The other clearly shows that it is dedicated to music, especially to guitars; It is seen from the outset that it is a store, that we can buy, that all images are related to music, that it is intuitive, that the distribution is in the form of “F”, we clearly see the main sections and links of Interest, that the page offers visibly and clearly the identity of the company and that visually appeals.

Think of the two web pages we have just seen:

1. Which of the two pages do you feel most comfortable with?
2. What do you understand from the beginning?
3. What urges you to continue visiting?
4. Which one is more attractive to you visually?
5. Which is more intuitive and easy to use?For all this we firmly believe that THE FIRST PRINT IS WHAT COUNTS