Lindgaard et al. 2006 — first impressions form in ~50ms, are visually driven

Claim: Lindgaard et al. (2006), peer-reviewed (Behaviour & Information Technology), established the 50ms visual-appeal judgment. Replicated across multiple academic reviews (NIH/PMC). Robins & Holmes (Information Processing & Management, 2008): "when the same content is presented using different levels of aesthetic treatment, the content with a higher aesthetic treatment was judged as having higher credibility."

Source: Lindgaard et al. 2006, Behaviour & Information Technology. Peer-reviewed.

Confidence: Verified.

Why this matters for Candid: A modern, credible-looking site changes what happens to the traffic the business ALREADY gets. This is the Tier 1 conversion-multiplier mechanism, not a ranking-lever mechanism.