Can packaging impact taste? Yes, it can. Well-designed packaging creates a positive impression, influencing our perception of the product’s value. It’s a classic case of the Halo Effect in branding and marketing.
Let’s delve deeper into the topic and find out how you can leverage the halo effect for your branding and marketing. But first, let’s understand what the halo effect actually is.
What is the Halo Effect?
The Halo Effect is a cognitive bias that significantly influences our reasoning and decision-making processes.
Our brain naturally strives for simplicity and efficiency in order to make quick and effortless judgments.
Consider two products: one with attractive packaging, the other with poorly designed packaging.
The Halo Effect likely causes us to see the well-packaged product as more valuable, even if the other might be superior. This is because the positive perception of the packaging shapes our overall judgment of the whole product, impacting how we gauge its overall quality.
The Research Behind the Halo Effect
The Halo Effect has been extensively researched since psychologist Edward Thorndike first introduced it in his 1920 book, “A Constant Error in Psychological Ratings.”
Subsequent studies have revealed intriguing insights into how the Halo Effect influences our perceptions and decision-making processes.
- In 1968, Rosenthal and Jacobson found that teachers’ expectations of students are influenced not only by their academic achievements but also by their appearance.
- Efran’s study in 1974 revealed that attractive offenders tend to receive more forgiving sentences, which shows that the halo effect even affects the legal system.
- Wilson and Rule’s research in 2016 showed that defendants with a trustworthy appearance are also less likely to receive the death penalty.
- In the hospitality domain, Jaeger et al. discovered in 2019 that attractive-looking hosts can charge higher rates on platforms like Airbnb.
- Other studies by Dion, Berscheid, and Walster (1972), Clifford and Walster (1973), and Willis and Todorov (2006) have further demonstrated the influence of the Halo Effect on social judgments, personality perceptions, and even political elections.
What is the Horn Effect?
I should note that the opposite is also true.
Poor design, for example, can give the impression that a product is of lower quality, even if unwarranted. In this case, we speak of the Horn Effect.
An example of the Horn Effect in branding is when a company with a poorly designed logo is perceived as inexperienced or of lower quality.
No matter the quality of their offer, the logo casts a shadow on the overall brand image that will be hard to overcome.
To keep things straightforward, let’s focus only on the Halo Effect in this article.
Here are some ways you can use the halo effect in your branding and marketing strategy:
How to Use the Halo Effect in Branding and Marketing
Focus on Your Key Strength
Branding thrives on a clear focus that sets your brand apart. By concentrating on a unique strength and consistently communicating it, you avoid spreading yourself thin and diluting your message.
Trust in the Halo Effect, where people naturally fill in the gaps.
What makes your brand stand out? What’s its unique factor?
Being known for something makes you the first brand people think of in your category.
For instance, when I think of comfy and eco-friendly shoes, Allbirds immediately comes to mind. They’ve solidified this connection by consistently emphasising sustainability and comfort in their products and brand storytelling.
And, as noted by Ana Andejelic, being top of mind is almost a win:
Invest in High-Quality Design
Research confirms what designers have long understood: people associate attractive packaging with high-quality products.
What’s more, packaging design also influences our price perception. Not surprisingly, people expect a product with elaborately designed packaging (image details, ornate typography, etc.) to cost more.
The design also provides clues about a company, its industry, and its products.
For example, a simple design suggests ease of use, like Apple’s approach, while colourful designs can appear friendly and accessible, like Food Nation.
So, investing in design goes beyond aesthetics. Good design builds trust and sets positive expectations for your brand.
Nail your Brand Messaging
Focus On One Product or Service
The Halo Effect also comes into play when you channel all your marketing efforts into promoting a single product or service.
For example, Apple benefited from the success of the iPod, which positively impacted how people viewed their other products.
Dyson is another example. Known for their excellent vacuum cleaners, customers naturally assume that their hair dryers and other products must be of the same quality.
As proven by Apple, Dyson, Everlane, Prose and many more, putting all your marketing mojo into one product at first can really set the stage.
Once people have formed their impression of your brand, you can then gradually introduce other related products.
Boost your Customer Experience
Every interaction a person has with your brand adds to the customer experience—big or small. From a well-designed website to the return policy, each touchpoint shapes the perception of your brand.
For instance, when a customer has a positive experience interacting with your service representatives, it forms a favourable impression of your brand overall.
Hence, prioritise delivering memorable experiences at every touchpoint.
Respond promptly to your customer’s needs and go the extra mile. The overall perception of your brand hinges on these small experiences.
Connect on an Emotional Level
Create a special bond with your audience by tapping into their emotions.
Utilize storytelling and relatable experiences to evoke positive feelings and build deeper connections.
These emotional bonds can significantly impact how customers view your brand, leveraging the Halo Effect to enhance your brand image.
Take Dove’s “Real Beauty” campaign, for example.
By challenging conventional beauty standards and championing body positivity, Dove created an emotional connection with its audience.
Through compelling stories about diverse beauty, they not only fostered brand loyalty but also nurtured a positive brand image.
Use Social Proof and Testimonials
Positive feedback from satisfied customers can also generate a Halo Effect and influence people’s perceptions of your brand.
This not only offers reassurance but also boosts confidence in choosing your products or services over others.
Take Uber, for example. The brand prominently displays real-time driver ratings and reviews, offering social proof that assures potential riders of the quality and safety of the service.
Similar to social proof, acquiring reputable certifications, such as B Corp certification, can further strengthen your brand’s credibility.
These certifications showcase your commitment and contribute to strengthening the positive perception of your brand.
Leverage Celebrity Endorsements
Collaborating with trusted and renowned figures, like celebrities or influencers, who resonate with your brand values and hold a positive reputation, can significantly boost brand awareness and—you guessed it—harness a Halo Effect.
Aligning your brand with influential personalities allows you to leverage their authority and simultaneously expand your reach.
Consider Nike’s strategic partnerships with iconic athletes such as Serena Williams and Cristiano Ronaldo.
These collaborations not only enhance Nike’s brand image but also attract a broader audience inspired by the achievements and qualities of these celebrated athletes.
Make Use of Community Engagement
To strengthen your brand and foster a sense of community, actively engage with your audience. Encourage user-generated content, respond to feedback, and participate in relevant discussions.
actively engage with your audience. Encourage user-generated content, respond to feedback, and participate in relevant discussions.
Through the cultivation of a vibrant community, you generate a Halo Effect, where positive associations with your brand propagate through word of mouth and social proof.
Patagonia is a prime example. The brand has built a passionate community by encouraging its customers to share their experiences and environmental initiatives. This effectively reinforces Patagonia’s message.
Use the Halo Effect Ethically
But beware, the Halo Effect can have downsides too.
If your brand falls short of the expectations people have built up, they may feel let down. That’s why it’s crucial to be authentic and ethical in your approach.
Steer clear of misleading packaging or exaggerations. Instead, prioritise transparency and authenticity. Be open about your practices to build trust.
For instance, I’m always disappointed when brands that claim to be sustainable use single-use packaging or promote meat and dairy. It makes them seem untrustworthy.
So, make sure your branding and advertising are respectful and steer clear of manipulative tactics.
Prioritise Long-Term Brand-Building
Instead of pursuing short-term gains, concentrate on forging lasting connections with your audience.
Consistently deliver value, stay true to your brand identity, and foster relationships and brand culture to establish a loyal customer base that goes beyond the initial Halo Effect.
By planning for the future, you can lay the foundation for a strong and enduring brand.
The Halo Effect can be a great tool in branding and marketing.
By capitalising on positive associations, such as well-designed packaging, you can elevate the perceived value of your products.
Here are some key takeaways from this article:
- Focus on your strengths and consistently communicate them to stand out.
- Invest in high-quality design to build trust and positive expectations.
- Craft a clear brand message to solidify your strengths in peoples’ minds.
- Deliver exceptional customer experiences at every touchpoint.
- Connect emotionally with your audience, e.g. through brand storytelling.
- Use social proof, testimonials, and certifications to build credibility.
- Consider celebrity endorsements and community engagement to amplify positive associations.
- Use the Halo Effect ethically and authentically!
- Prioritise long-term brand building by nurturing relationships, cultivating a strong brand culture and providing consistent value.
By adopting these strategies, you can establish a loyal customer base and ensure the long-term success of your brand.
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