People Form Judgments in 100 Milliseconds, and Stick to Them

Written By Sameer Zavery

The most-cited study in this space is Willis & Todorov (2006), published in Psychological Science. Participants formed stable judgments about traits — including likeability, trustworthiness, competence, and aggressiveness — after only 100 milliseconds of exposure to a face. Crucially, those rapid judgments correlated highly with ratings made under no time constraints, and longer viewing times did not significantly change the evaluations.

In other words: the first impression doesn't just matter — it's nearly impossible to override.

View Source
Sameer Zavery

Sameer is an award-winning multi-disciplined design director who is in great demand by clients seeking high-end design and an unwavering commitment to their project. His ability to move seamlessly between the screen, print and web, creates consistent and fully-immersive brand experiences. From large format multi-screen productions to pixel-perfect app iconography, Sameer understands the full spectrum of todays digital design deliverables. With an international background and a passion for traveling, his design solutions have a global perspective that are both unique and relevant to todays worldwide trends. Whether you are looking for a refresh, a completely new identity or want to build on an existing brand, Sameer has the experience and hands-on skills to get you there.

https://astralize.design
Next

Appearance-Based Impressions Drive Real Outcomes