Five second testing is a form of usability testing that allows you to measure how well a design quickly communicates a message. This kind of test provides both quantitative and qualitative feedback that helps you optimize a design.
A five second test is run by showing an image to a participant for just five seconds, after which the participant answers questions based on their memory and impression of the design.
The image you test could be a website, graphic design, app design, prototype, wireframe, logo, or copy — anything that needs to communicate a message.
While there are many uses for the five second test, the most common themes are:
One of the best things about five second tests is that analyzing the results is a straightforward task. Generally, you can simply categorize the results into one group of participants that ‘got it’, and another who didn’t.
If more than around 80% of participants are in the first group, then you’ve got a successful design on your hands. If this number is much lower, then some changes are likely necessary.
It’s critical to look at the free text feedback from both groups. Sometimes, opinions from participants who missed the point will converge on similar ideas or themes. This is a clear indication that there’s a red herring in your design that is throwing people off.
Five second testing is only appropriate when you need to measure users’ very first impressions. If you need to measure comprehension of complex information, then another type of test may be more appropriate.