Humans are pretty judgemental creatures when you think about it. We often get impressions from people and make snappy judgements or draw stereotypes in all sorts of cases. This effect of human behaviour is just as prevalent on the web as it is in the real world (or on TV). As people visit a site for the first time, we are immediately drawn to certain areas of the screen, sometimes as a matter of impact, other times as a consequence of size or distinction. Because first impressions are central in helping people judge your site’s usefulness, we therefore need to make an immediate impact!