Halo effect: How a first impression can change everything (and how to use it in business)

Definition and origin of the halo effect: Immersed in an influential bias

What is the halo effect, exactly?

The halo effect, sometimes called the “fame effect” or “contamination effect”, is this psychological mechanism that pushes us to generalize. From a single perceived characteristic — whether positive or negative — we tend to attribute a whole range of other qualities (or faults) to a person, object, or brand, often without any tangible proof.

For example, a person who we find physically attractive will be more likely to be perceived as intelligent, friendly, or competent, even before they have opened their mouth. Conversely, a single trait that is considered negative can cast a shadow over all other facets. This effect is closely linked to our need to simplify a complex world and to form judgments quickly, especially when we lack comprehensive information. It is a mental shortcut, effective on the surface, but daunting in its implications. In marketing, businesses are obviously tempted to cultivate a positive halo effect so that the first good impression on one aspect of their offer reflects on everything else.

At the origins: How was the halo effect brought to light?

It is not a new concept. The halo effect has been identified and studied for nearly a century. One of the first to formalize it was the American psychologist Edward Thorndike. As early as 1920, in his article “A Constant Error in Psychological Ratings”, he observed that military officers tended to assess their subordinates on the whole of their abilities based on a single dominant characteristic (for example, physical appearance or, conversely, a minor defect), thus generalizing their judgment.

Later, in the 1940s, Solomon Asch, a psychologist known for his work on conformity and the formation of impressions, provided further confirmation. In his experiences (described in his 1946 article) “Forming Impressions of Personality”, he demonstrated how the simple presentation of a few descriptive adjectives (warm vs. cold) associated with a fictional person radically changed the overall perception that participants had of that person, influencing the attribution of a multitude of other character traits. This research has firmly established that our first impressions are far from trivial and can powerfully bias our subsequent judgments.

How to create a positive halo effect in business? The keys to a conscious strategy

Knowing that this bias exists is good. Using it intelligently for marketing is better. But how do you actually go about it? The approach can be summarised in three fundamental steps, which require rigor and refinement:

1. Surgical Understanding of Your Target Audience: First of all, who do you want to impress and on what criteria? It's imperative to accurately identify the preferences, core values, pain points, and aspirations of your ideal customers. What characteristics do they value the most and that could serve as a positive “anchor”?
2. Strategic Positioning and Branding: Once the audience is identified, it is a question of developing a brand positioning and a visual identity that deliberately highlight THE characteristics most likely to generate this positive halo effect. This can be innovation, impeccable quality, exceptional customer service, strong ethical commitment, etc. This salient trait must be authentic and defensible.
3. Obsessive Coherence on All Points of Contact: This is where many fail. The brand image and the characteristic chosen for the halo effect must be applied with flawless uniformity across all channels: website, social networks, content quality, commercial speech, packaging, after-sales service... Each interaction is an opportunity to reinforce (or destroy) this effect.

However, be careful: the halo effect is not only a shiny medal, it also has its other side. Neglect, such as a broken website or a disastrous customer experience, can just as easily create a negative halo effect, where a single failure tarnishes the whole perception. Rigor is therefore required.

Can we (really) fight against the halo effect?

Let's be honest: as with most cognitive biases, completely getting rid of the halo effect is a challenge, even if you are fully aware of its existence and its mechanisms. Our brain is wired in this way. However, we can learn how to mitigate their impact:

• Awareness and objective analysis: The first step is to recognize its influence. Second, you should try to analyze situations, people, or offers in a more decomposed way. Force yourself to assess each characteristic or skill independently of the others, without letting an overall impression (positive or negative) get in the way.
• Active questioning of one's own judgments: Ask yourself the right questions: “Is my opinion based on tangible and verifiable facts, or am I generalizing from just one aspect? Do my personal prejudices come into play?” A bit of introspection never hurts.
• Solicitation of external opinions: Asking for the opinion of colleagues or third parties can bring a different perspective, which is potentially more objective because it is less subject to your initial halo effect. The confrontation of points of view is often enlightening.
• Structured methods (pro context): In critical processes such as recruitment, the use of standardized assessment grids and structured interviews (where the same questions are asked to all candidates in the same order) is a proven method to reduce the influence of first impressions and therefore the halo effect. Likewise, to evaluate a product or service, relying on a list of objective and balanced criteria can help.

Concrete applications of the halo effect in marketing: Making your brand shine

Branding strategies: the quest for a memorable first impression

A successful first impression is a bit like the holy grail of branding. It can permanently shape a consumer's opinion, and the halo effect is the main cause of this phenomenon. A brand that makes a positive impression from the first contact benefits from a capital of sympathy that extends to its entire offer.

To achieve this, meticulously orchestrated branding is essential:

• Careful brand identity: Logo, color palette, fonts, tone of voice... Each element must be chosen carefully to reflect the desired positioning and the key characteristic that one wishes to positively “contaminate” the rest.
• Clear and attractive promise: What is unique about you? What is the core value that you bring? Your promise must be distinctive, credible and immediately resonate with the expectations of your target audience.
• Impeccable design: Whether it's your website, your brochures, your products or your premises, a professional, aesthetic and functional design is a powerful vector of positive halo effects. We often associate (rightly or wrongly) the beauty or quality of design with the intrinsic quality of the product or service.

Strategic association: taking advantage of the light of others

Combining a brand with influential personalities, recognized experts, or other brands that already have an excellent reputation is a classic tactic to generate a halo effect in turn. This is the principle of endorsement or co-branding.

• Influencer marketing: Collaborating with influencers, celebrities or experts whose image and values are in line with your brand can make it possible to transfer some of their sympathy and credibility to your own offer. (Be careful, however, to the authenticity and relevance of the association, the public is not fooled).
• Co-branding: Partnering with another respected brand to create a joint product or service can be mutually beneficial. Each brand benefits from the other's aura, and the joint offer can itself benefit from a perception of increased value.

The key here is relevance and alignment. An unhappy association can, on the other hand, create a negative halo effect.

Content and storytelling: nurturing and amplifying the halo effect

Your content is a great tool for sculpting and strengthening your brand image, and therefore the desired halo effect.

• Aligned content srategy: Blog posts, videos, podcasts, infographics... each piece of content should not only provide real value to your audience, but also reflect the identity and the positive characteristic you want to highlight. If you want to be seen as a leader in innovation, your content should exude that innovation.
• Emotional storytelling: Telling engaging stories about your brand, its origins, its values, and the successes of your customers is a proven technique for creating an emotional connection. This positive emotional charge is a powerful catalyst for the halo effect. “People will forget what you said, they will forget what you did, but they will never forget how you made them feel,” Maya Angelou said. That quote applies perfectly here.

A few points of vigilance for your content strategy:

• Coherent editorial line.
• Impeccable quality, relevant and engaging information.
• Optimization for visibility (SEO).
• Broadcast on the channels that are relevant to your audience.

A long-term content strategy is a major investment in building a positive and lasting halo effect.

The halo effect and social media: dialogue in the service of the image

Social media has become essential in shaping the perception of a brand. They offer a platform for direct and personalized dialogue, ideal for creating a positive halo effect.

An active and strategic presence — sharing valuable content, responding to feedback, engaging constructively in conversations, and showcasing customer success stories — contributes to a positive and engaging user experience. Authenticity and transparency are key words here. Users value brands that communicate openly, and this perception of honesty can go a long way in contributing to a positive halo. Social media analysis tools also make it possible to continuously refine this strategy based on audience feedback and preferences.

The halo effect in action: optimizing sales processes

Sales team training and preparation: halo ambassadors

Your salespeople are on the front line. They are often the first significant human contact with your business and therefore have a decisive role in creating (or destroying) the halo effect.

• Understanding the concept: Each team member needs to understand what the halo effect is and how their own actions can influence it.
• Mastering the first impression: Careful presentation, professional and positive attitude, active listening, excellent knowledge of offers... everything contributes to creating this initial spark. Regular training on products, but also on communication techniques and sales psychology, is essential.

Social selling: when sales become a halo vector

Social selling, which involves using social media in the sales process, is an ideal playing field for the halo effect. Salespeople who develop a professional online presence, share relevant content, and position themselves as experts in their field create a positive halo effect that reflects not only on themselves but also on the brand they represent. Especially in B2B, trust in the salesperson is often as important as trust in the product.

Optimizing the customer journey: every interaction counts

Maximizing the positive halo effect means taking care of each stage of the customer journey. A smooth, pleasant and frictionless experience is the best ally.

• Tracking the points of friction: A slow site? A Kafkaesque payment process? Information that cannot be found? So many grains of sand that can jam the machine and create negative halos.
• Personalize the experience: Anticipating needs, offering tailor-made solutions (thanks to good customer knowledge via specific buyer personas, for example) is a strong expectation today.
• Exemplary reactivity: A problem? A complaint? A quick, empathetic, and effective resolution can turn a potential irritant into a show of professionalism, paradoxically reinforcing the halo effect.
• Consistency at every touchpoint: From the first ad seen to the customer service call years after the purchase, every interaction should be an opportunity to consolidate that initial positive impression.