Understanding the Formation of User’s First Impression on an Interface Design from a Neurophysiological Perspective – EEG Pilot Study
Nahye Kim, Bonseung Koo, Jaehwa Yoon, Kwangsu Cho · 2016
Although traditional UX evaluation methods have focused on the experience users undergo when they actually use a service or product, the first impression that users obtain before actually using it is also an important factor to take into consideration. Previous studies have found that users form the first impression about an interface design in just a few seconds and quickly decide on whether to stay on or leave the interface. Furthermore, the first impression that is formed at the moment that users face the interface influences subsequent decisions they make, having impact on their task performance and preferences later on. Regarding such a significant role of the first impression, the current research suggests a brain based measurement method, EEG, as a solution to measure the first impression of users. Specifically, with EEG as an experimental method, this study aims at judging user’s first impression on an interface and understanding the underlying neural mechanisms for the process by which the first impressions are formed.