Research conducted at the Missouri University of Science and Technology supports the idea that first impressions form quickly when users view a web site. Using eye-tracking software and an infrared camera, researchers monitored eye movements as users scanned the web pages. This data was analyzed to determine how long users focused on specific sections of a page before moving on to another section. Then users were asked to rate the sites on aesthetics, visual appeal, and other design factors. According to the research, “… a user’s first impressions of a website can determine whether that user forms a favorable or unfavorable view of that organization.” The entire results of this study can be found here.