Consumers decide whether or not they like a product within 90 seconds of viewing it for the first time. Therefore, having an aesthetically pleasing product is essential in the marketplace. Studies in processing fluency and consumer behaviour have revealed that “that people prefer visual displays that are easier to process and understand.” and “When a product matches the user’s associations with it it is perceived as more attractive.” Visually fluent products draw upon consumer’s pre-existing associations with their design elements, leading to a sense of familiarity and understanding with the product at hand. Visual cues such as colour, composition, typography, and imagery are associated with the phenomenon of fluency.