1/20th of a second. That’s how long it takes for an internet user to assess the quality of your web site according to a recent Canadian study.

Researchers first showed study participants a 50 millisecond glimpse of web sites and had them rate each of the web sites in terms of their aesthetic appeal. Surprisingly, the study participants’ opinions of the web sites closely matched the opinions of those who examined the web sites for much longer periods of time.

Not only are users quick to judge your web site, but the study also suggests that the opinions users form when they look at your web site have a lasting impact. Researchers cite the “halo effect” as the reason why these first impressions last. A good first impression of the visual impact of your web site will mean that users are more likely to project that impression to the rest of your site, including content.

It’s no surprise that visual design is important. Not only does polished visual design cause users to form good impressions of your web site, as the study suggests, but it can also lead to certain emotions that evoke customer loyalty. In fact, the visual design of your site is part of your brand, and its essential to your web site’s success.

What separates exceptional designers from mediocre designers is the ability to design a visually compelling web site that is in keeping with your company’s brand, your customer’s impression of your business, and sound usability principles. Push your designer to think of these aspects while designing or updating your web site.