Judgment happens quickly, value happens over time

That is a very simple, and incredibly true statement. I may be reminding campus clients of that from time to time.

absolutely!

Brilliant article. If I observe my own behaviour online, as I often visit new web application sites, the first thing I notice and am intrigued by is the design. I very rarely stay with a site and use it regularly, even if it was beautifully created. The sites that keep me coming back are those that add value to my life, and have demonstrated that value effectively with a minimum of marketing speak on their beautifully designed website. So you are absolutely right: design impresses, but usability and usefulness are what create a lasting relationship.

a. Most of the judgments that we make about web sites are made quickly.

I’d say in 0.3 sec after page loaded.

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Can’t but agree. If i am on site where i feel uncomfortable because of design i am unlikely to stay there long.
But i think the simpler design is the better.