Halo effect: First impressions matter

Artyom Dovgopol

Skillful use of the halo effect turns a brand's first impression into a powerful competitive advantage and a catalyst for business growth 😉

Key takeaways👌

What’s the halo effect?

The halo effect is a fascinating concept that not only shapes how we perceive brands but also how we view other people. One small detail that our brain, for some reason, decides to notice first determines how we think about other qualities of that person or product. It sounds a bit toxic and judgmental, but hey – that’s just our brains being weird, nothing new here.

Marketers are well aware of the halo effect and use it in all sorts of promotional products – loud, catchy, and memorable slogans, unique packaging twists, maybe even bright-red colors in ads. All of these create that delightful “oh wow, that’s new, I need it” feeling in our heads. We might regret buying it later when we realize it’s all just a pretty wrapper, but that’s beside the point – the money’s already spent.

Take Apple products, for example. The lack of a headphone jack, the impractical charging port, and the company squeezing extra money from you for headphones and cables that should already be in the box – all these are solid reasons to skip the next iPhone. But the way they advertise it? Oh boy, sheer willpower just isn’t enough to resist the temptation. Three cameras, can you believe that?

How would your brand’s perception change if you reimagined every first point of contact with customers, focusing not on technical advantages, but on the emotional impression it creates?

Neurobiology behind the halo effect

Say you see a particularly jolly fellow walking down the street. Bright, confident smile, good hair, maybe a suit and a nice watch – depending on your economic views, you’ll either consider him the worst human on the planet, or one successful, assured person who probably did something outstanding to reach those heights. For all you know, though, he could be a completely different person from whatever you’ve imagined in your head.

No, you’re not just being judgmental (well, maybe just a little). At its core, the halo effect is driven by automatic information processing in the prefrontal cortex and amygdala. These brain regions play a key role in forming first impressions, evaluating external cues—appearance, voice, behavior—and assigning them an overall emotional tone. If the signal is positive, the brain projects that judgment onto other traits of the object, even without concrete information.

Evolutionarily, this developed as a survival mechanism for fast data processing. In pre-digital times, it helped determine whether a stranger could be trusted. Today, this mechanism serves marketing exceptionally well: if a product’s packaging is attractive, a website looks stylish, or a brand ambassador appears likable, we tend to believe the product is high quality and the company is trustworthy.

Neural pathways shaped over thousands of years continue to guide our decisions in the digital age. And marketers from all over the world have learned to make them work to their advantage.

And a bit more about first impressions…

For step-by-step instructions on creating a website that not only attracts visitors but converts them into customers, check out the article How to build a selling website in 2025: A Step-by-step guide.

Examples of successful use of the halo effect

• Apple. The absolute masters of the halo effect. We’ve touched on our beloved Apple already, but let’s dive a bit deeper. Everything—from the first glance at the packaging to the first few minutes of using the product—gives the user a sense of exclusivity and quality. This feeling permeates the entire brand: devices, packaging, advertising, even the physical atmosphere in stores. The first contact with an Apple product doesn’t just create the impression of a high-quality device—it shapes the brand’s image as a market leader in innovation and style.
• Tesla. One person as the brand’s face. So, uh, yes—Elon Musk is… an interesting figure. Let’s just forget about the last few years of our lives and all the mess that came with Tesla, Twitter (not calling it X, sorry not sorry), and everything else Musk touched, even remotely. Still, you can’t deny the guy’s absolute charm. Musk is perceived (key word here) as a genius, and his ambitions and successful projects automatically shape the public’s view of Tesla, not just as a car company, but as a true innovator in ecology, technology, and the future. This trust in Musk as a person directly transfers to the brand, reinforcing its image as a company of the future.
• Nike. Power of ambassadors and the community. Nike also leverages the halo effect through the image of famous athletes. Campaigns featuring Kevin Durant or Michael Jordan, for example, create associations between the brand’s products and success, achievement, and victory. When consumers see these legendary athletes, their positive associations automatically extend to Nike’s products, which are perceived as tools for achieving greatness. As a result, every item—from shoes to apparel—carries the "stamp" of high performance and professionalism.

How to use

But enough about self-proclaimed geniuses with questionable political and moral compasses, and devices that look better every year but somehow underperform more and more at the same time. Don’t even get us started on the sneakers—that’s a rabbit hole we won’t go down.

Let’s talk about actual, practical steps!

• Create a Flawless First Impression. For an IT startup or online business, this means investing in high-quality design, fast load times, and an intuitive interface. But be careful: the first impression must align with reality. An overly luxurious design for a budget product can create dissonance and lead to disappointment.

Practical tip: Run a first-impression test. Show your homepage to people unfamiliar with your brand for 5 seconds, then ask: “What three words best describe this brand?” If their answers don’t match how you want to position your company, it’s time to revise your visual communication.

• Use Reputation Transfer. Partnering with respected brands or well-known personalities can create a positive halo around your product. That’s why companies are willing to pay influencers large sums—they’re not just buying access to an audience but “borrowing” part of their reputation.

Example: When the then-little-known Dropbox received a positive mention from Steve Jobs, sign-ups skyrocketed—even though the product itself hadn’t changed. The halo of Apple transferred directly onto Dropbox.

• Make Onboarding Effortless. The first interaction with your product is crucial. Most users of mobile apps or websites open them once and never return. The culprit is often a complicated onboarding process.

Case in point: A fintech startup implemented automated onboarding via iPresso. As a result, incomplete registrations dropped by 57%, completed ones rose by 45%, and debit card activations increased by 9%.

• Turn Negative Experiences into Positive Ones. Inevitable product issues can be transformed into opportunities to create a positive halo through outstanding customer service.

Strategy example: A home rental platform implements an “exceed expectations” protocol: if a user faces an issue during their first booking, the problem is not only resolved but also compensated with a free night on their next trip. This creates a strong chance of repeat business, even from users who initially encountered a problem.

Measuring the halo effect’s impact

Done with squeezing everything you can out of our brain’s chemical processes and evolutionary mechanisms? Good for you, we’ll make the next Steve Jobs out of you yet. Minus child labor. Hopefully.

Let’s proceed to the next stage: understanding how successful you were in the end.

• Time on Site After Initial Interaction. How long do visitors stay on your website after the first 10 seconds? If this number is low, it might indicate that the first impression is creating a negative halo effect.
• First Visit Conversion Rate. What percentage of new visitors complete a desired action during their first visit? A high rate can point to a strong positive halo effect.
• Review and Mention Analysis. Look at how often customers generalize their experience: “This company clearly cares about its customers—everything is so convenient.” Such statements are signs of the halo effect in action.
• A/B Testing of First Impression Elements. Systematic testing helps identify which specific factors generate the strongest positive halo for your audience. This includes headlines, images, design styles, and even copy tone.
• Comparing First Impressions to Long-Term Loyalty. If a customer, once inspired by your brand, continues to choose you despite changing conditions (pricing, competition), it could be a sign of a lasting halo effect at work.

Conclusion

Remember, the most effective strategy is a combination of consciously leveraging the halo effect and offering genuine quality in your product or service. When a first impression is backed by real value, a powerful positive cycle is created, where each new interaction only strengthens the positive perception of your brand.

Recommended reading 🤓

“The Halo Effect”, Phil Rosenzweig

This book critically examines common business misconceptions, including the halo effect, and explains how perception distortions can affect assessments of company performance.

On Amazon

“Contagious: Why Things Catch On”, Jonah Berger

This book helps understand the mechanisms behind the halo effect in marketing. It explains how social influence and brand perception can spread information and strengthen a company’s reputation.

On Amazon

“Invisible Influence”, Jonah Berger

This book reveals the hidden forces influencing human behavior, including how others' perceptions affect our decisions.

On Amazon