Card #35

Duration Effects

Perception of time is subjective.

How might this apply to the Web?

If people must wait for your system to return content or run a routine, create the perception that things are moving faster than they are. Use slower preloaders—we tend to count cycles, not milliseconds. Reveal content as parts are loaded rather than waiting to load everything at once. Or, offer a fun distraction: people who are mentally engaged in a task don’t notice how long it takes.

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