I read the article about 'the halo effect' on other psychology blog.
Briefly, halo effect is the idea that global evaluations about a person (e.g. she is likeable)bleed over into judgements about their specific traits (e.g. she is intelligent).Hollywood stars demonstrate the halo effect perfectly.Because they are often attractive and likeable we naturally assume they are also intelligent,friendly, display good judgement and so on.That is, until we come across (sometimes plentiful) evidence to the contrary.In the same way politicians use the 'halo effect' to their advantageby trying to appear warm and friendly, while saying little of any substance.People tend to believe their policies are good, because the person appears good.
At first, I thougt that of course people tend to like someone who has likeable personality ormannerism or intellect. But when I started to think about the halo effect relative to'marketing world' it makes more sense. And it is something to always keep in mind asgraphic desing major student who wants to appeal their product to customers or clents.For example, according to article that I read, According to 'Reputation Marketing' by JohnMarconi, books that have 'Harvard Classics' written on the front can demand twice the price ofthe exact same book without the Harvard endorsement. The same is true in the fashionindustry. The addition of a well-known fashion designer's name to a simple pair of jeans caninflate their price tremendously.
Isn't 'the halo effect' something useful for us ? when we think in terms of designing something?
2 comments:
I definitely feel it is useful for us as designers, especially in the advertising field. Many people say advertising is a "dirty business", but you're right - our job is to make something look great, so people believe it is, so they react to it and buy it.
Unfortunately, when you do break it down, you can see the negative connotation to it, but honestly, if you want something to sell something - and idea or even an idea of a person, making it look and seem good is always the first step.
Halo Effects......
After reading your post I realized that I always sensitive on design like more out look color, shape etc... I don't really care how performance.. and later always get upset with their actual poor capacity...... how can we avoid this halo effects? avoids a bias?? or fixed idea???
just my Curiosity...
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