In this week’s blog, we’re talking about the halo effect – and no, we’re not talking about angels – we’re talking about behavioural science.
Coined by psychologist Edward Thorndike in 1920, the Halo Effect explains how our brain shortcuts decision-making by letting a single trait (usually positive) influence our perception of unrelated traits.
Simply put, if one thing is good, we assume everything else must be too. One positive trait creates an aura that influences how we perceive everything else about a person, brand, or product. For example, if someone is attractive and dresses nicely, we might think they’re also intelligent and sociable. Even without knowing them, your positive impression of someone’s appearance influences your judgement of their other traits and abilities.
It’s not just about people, this bias can shape how we evaluate everything, including brands and physical products. Here’s where it can be applied to marketing:
1. Brand Loyalty by Association
Apple’s design excellence creates a halo over everything they launch, even when the tech isn’t revolutionary. If you value your iPhone then you assume other Apple products such as iPads and Airpods must also be good, even if there’s negative reviews.
2. Social Media and Influencer Marketing
We’ve all probably succumbed to a product recommendation from influencers we follow – think Dyson AirWraps, Suri toothbrushes, Ninja Creami to name a few. If someone you follow and trust backs a brand, you assume it must be worth buying. You think “If they’re using it, it must be good.”
3. Packaging and Presentation
First impressions matter. Brands invest in how something looks because visual polish creates the halo effect. Beautiful design influences perception of value, trustworthiness, and performance.
4. Founder and Storytelling
When a founder has a compelling story, personal charm, or media presence, it can elevate the entire company. For example, if you know about skincare then you’ll know who Caroline Hirons is. Her professional background, personality, and media presence create a powerful positive transfer onto her brand and product recommendations.
The halo effect works both ways and there is a shadow side known as the Horn Effect. One bad experience or negative associations can tarnish a whole brand. For example, people’s perception of Elon Musk has led to a decline in Tesla sales, even though nothing about Tesla products have changed. A confusing website or poor customer experience can also have the same negative effect.
So, how can you make sure you’re using the halo effect wisely? The halo effect shows how humans aren’t just making rational evaluations, we’re sensing coherence. One positive impression has the power to elevate an entire experience. Making a good first impression, like your website and welcome emails, and then consistently reinforcing it across all your touch points, including great customer service, packaging and product, will grow the halo effect and make it more believable.
Want to make a good first impression and build consistent customer touchpoints? That’s where good branding comes in. Let us help you create a halo effect for your product.