What is the Halo Effect?

The way things look impact our decisions.

Let’s start with a fun test to illustrate this concept.

Look at the following images…Which guacamole would you likely try?

Why? Take time to really think of the reasons.

Did you choose A?

Probably not.

The guacamole is greyish green, the texture is somewhat liquid and reminds us of baby food or worse.

Did you choose B?

Probably not.

You see a child holding the bowl.  You may wonder who prepared the guacamole or if the child washed their hands… The room behind is somewhat messy and cluttered.  It might make you think: how clean is the kitchen?

Likely, you chose C.  The guacamole is a beautiful green and very nicely presented. It looks appealing.

Which guacamole tastes better? All three guacamoles were made with the same recipe and taste the same.  They are just presented differently to illustrate that as humans, we often assume things by the way they look.

This is true with food and is also true with people’s appearance.  We often think new people we meet are smarter, more successful or more popular based on their outer appearance. This phenomenon is called the “Halo Effect”.

The term “Halo Effect” was coined by the American psychologist Edward Lee Thorndike.  It implies that we judge a person more favourably if they are well groomed and well dressed based on social concept.

The way you look impact how others treat you.

People make snap decisions about you in seconds.  Based on your appearance and behaviour they cast a judgement if they like you or if they can trust you.  It may not be fair, but we all do it.

When you want to take a photo in a public (not a selfie), you most likely ask a person that looks kind, trustworthy (won’t run away with your camera!), and will be savvy enough to work your camera.  This is another example of the Halo Effect!

Think about swiping left or right when using a dating app.  The decision is made quickly. You look at the photo and you almost instantly make a decision.  You base your decision upon your prejudices, preferences, and social perception.

The Halo Effect is used everywhere: in marketing, in psychology, in real estate, etc.

There is also the Horn Effect is the opposite of the Halo Effect.  The Horn Effect is to form an opinion based on the perception of one negative trait.  In the guacamole test, thinking the guacamole A would not be very good based on the greyish green colour.

Use the Halo Effect to your advantage. When getting dressed in the morning, select clothes that make you look and feel your best! Take time to properly get groomed.  Shine your shoes! Make the Halo Effect work for you!