First impressions Matter

Do red cars go faster? No. Do they cost more to insure? Yup. It’s all about perception: 93% of consumers buy new products based on visual appearance and 85% base that decision on colour. Colour influences how a brand is perceived and how the persona is viewed. Individuality and distinction can be created by colour differentiation, so being different from everyone else makes one more memorable — but it’s important to ensure that you get the reasons right! Gender, environment, cultural perceptions and personal preferences all influence colour choices and how we respond to them.

Our brain is better at processing visuals than text. In fact, 90% of the information that our brain gets is visual, and it processes that information 60,000 times faster than text. Images have the ability to communicate speedily and accurately; the language is universal.

First impressions do matter. A series of experiments by Princeton psychologists Janine Willis and Alexander Todorov show that it takes less than a second to form an impression of a stranger from their face, and that longer exposures don’t profoundly alter those impressions. The same decision making influences our response to images: in 40 milliseconds, we’re able to draw conclusions (correctly or incorrectly) about people based on just their photo.

Unsurprisingly, the minimal information that Tinder provides is sufficient to make a cognisant first impression about a potential mate and it’s the company’s understanding of how people process information that is responsible for their success [that, and intoxicated single men: Ed]. Humans have developed the need to make rapid decisions based on minimal information with most decisions occurring unconsciously. Research demonstrates that people can make fairly precise judgments about personality traits. Compatibility, chemistry, appreciation of other’s attributes and nonverbal signals are explored only once contact is established.

We often subconsciously attribute positive characteristics such as intelligence and honesty to physically attractive people, which you know makes no sense if you’ve ever watched the E! Channel. Images portraying attractive people enjoying themselves are hugely persuasive as we endeavour to emulate their success. Now, think about what you are saying (or, more accurately, ‘showing’) to your customers: if you communicate quality you will attract customers who value quality and will be willing to pay for it.

People rely on imagery to share information, learn about new concepts, educate themselves and make decisions. The key is to use high-quality images, photos and illustrations that give people a feel for your product or service. The correct use of imagery builds credibility. High-quality images that clearly demonstrate your product, service and company values help build brand awareness and recognition. When you use them repeatedly they become familiar to the viewer. Imagery not only explains why your company’s offering is the best choice a client can make, but also shows you are ahead of market trends.

Images that evoke feelings of inspiration, motivation and positive emotion can have a powerful psychological impact. The trick is how to use them — just the right ones — to communicate your unique aspects with people. Because you’ve got less than a second to do so.