When it comes to designing a website, one of the biggest challenges isn’t writing code or crafting copy, it’s understanding your visual taste. That’s where our 20-Second Gut Test comes in.
This short but powerful design exercise is part of our UI design process, and it’s surprisingly effective. It helps us quickly capture your aesthetic preferences without overanalyzing. Why? Because great design starts with instinct, and we want to tap into yours.
So, What Is the 20-Second Gut Test?
It’s exactly what it sounds like. We show you a curated collection of websites in different styles, and ask you (and anyone else on your team who wants a say in the look and feel) to rate them based on your immediate gut reaction.
But here’s the real magic: it’s not just about likes and dislikes. It’s about surfacing design patterns, emotional cues, and visual styles that are often hard to articulate. And that gives us insight we can actually use.
One of the unexpected benefits of this approach is that it invites collaboration. Anyone on your team, whether they’re in marketing, leadership, or operations, can take part and share their perspective. It levels the playing field and gives everyone a voice before we move into design.
And when we review the group’s top and bottom picks, that’s when the real conversation begins:
- Why did this layout feel premium?
- Why did that one feel cold or corporate?
- What makes this one feel like “us”?
Interestingly, we frequently see stakeholders choose very different favourites (or least favourites) when reviewing the sites individually. But once we come together as a group to discuss the top three and bottom three, patterns start to emerge, and so does alignment. As people hear others explain their ratings, we often see opinions shift, and a shared design direction begins to take shape.
These insights help shape everything from homepage layout to typography choices. They ensure we’re designing with intention, and building a site that not only looks good, but feels like your brand.
Why We Use This Test
The 20-Second Gut Test saves time, reduces back-and-forth, and removes the guesswork from early design decisions. Instead of relying on vague terms like “clean” or “modern,” you can show us exactly what resonates with you, and what doesn’t.
It also keeps us grounded in what matters most: your brand, your audience, and your goals. At Holler Digital, we’re not designing to impress other designers, we’re designing to represent you.
The Bottom Line?
The 20-Second Gut Test is a small but mighty part of our process. It helps us move past the subjective swirl of opinions and start from a place of shared understanding. We trust your instincts—and use them to guide a creative process that’s collaborative, intentional, and deeply aligned with who you are.
Because your website shouldn’t just look good.
It should feel right, right away.
