Minimize the Detriments of Waiting

All users need to wait.

But you can enhance these waiting times.

How to Apply

• Decrease Their Arousal With Cool Colors. Loading seems faster with blue (Gorn et al., 2004).

• Keep Users Engaged While They Wait. Distract them with a task.

• Align Machine Downtime With User Downtime. Perform lengthy tasks when they won't be disruptive.

• Populate Loading Elements With Placeholders. These skeleton screens decrease perceived loading time.

• Start Progress Above Zero. Zero feels deflating. Start at 1% or above.

• Gorn, G. J., Chattopadhyay, A., Sengupta, J., & Tripathi, S. (2004). Waiting for the web: how screen color affects time perception. Journal of marketing research, 41(2), 215-225.