dogbolter writes "Nature.com is reporting on a study by Canadian researcher Gitte Lindgaard of Carleton University that visitors to a webpage can make up their minds about the quality of the page within just 50 milliseconds." From the article: "We all know that first impressions count, but this study shows that the brain can make flash judgments almost as fast as the eye can take in the information. The discovery came as a surprise to some experts. "My colleagues believed it would be impossible to really see anything in less than 500 milliseconds," says Gitte Lindgaard of Carleton University in Ottawa, who has published the research in the journal Behaviour and Information Technology. Instead they found that impressions were made in the first 50 milliseconds of viewing."