 <p>Try this,</p> <pre><code> &lt;script&gt; $(document).ready(function() { $('#p-load').fadeIn(10000); }); &lt;/script&gt; </code></pre> <p>It provides duration of 10sec(10000 m.sec) </p> <p><a href="http://jsfiddle.net/4L2Aj/1/" rel="nofollow"><strong>FIDDLE</strong></a></p>