Consciously or subconsciously, we all make judgments about how something looks. We often tend to judge someone’s capabilities based on how they look and behave. Of course, you can see that on the surface, the logic behind stating this is flawed. What is beautiful has nothing to do with what is good. But we still fuse the overall perception and individual traits, making our judgment of things less accurate than we believe.
For instance – A well-dressed person has higher chances to be selected in an interview than a person who is poorly dressed.
So, what is the Halo Effect?
The Halo Effect sometimes called the halo error is a mechanism in our brain that helps us make quick decisions, without a large expenditure of energy or overload, often happening involuntarily. Edward Thorndike, an American psychologist, was the one who started to study this behavior.
To summarize, the Halo Effect consists of the instant perception, whether positive or negative, of a person about something or someone from their appearance – without considering other important aspects.
According to NNgroup.com the “Halo Effect” is one trait of a person or thing that is used to make an overall judgment of the person or thing.
The Halo effect works both in both positive and negative directions:
- If you like one aspect of something, you’ll have a positive predisposition toward everything about it.
- If you dislike one aspect of something, you’ll have a negative predisposition toward everything about it.
A negative halo effect is sometimes called the “devil effect” or the “pitchfork effect,” but that seems to be taking the metaphor too far. We recommend using the term “halo effect” for both positive and negative biases.
How does it affect UX?
A good UI is part of a good UX and a good product only exists with a combination of the two. The reality is that a good product works, but a great product goes beyond use and is capable of evoking emotions, meaning, and bonds. The combination of visuals with usability is the key point of this post. They must always be related to the end-user, who is, carrying out studies, research, and designing user journeys are fundamental to achieve good results.
Design not only beautiful but correct
With thousands of possibilities just a click away, users tend not to give a digital product a second chance with little usability, slow loading, or an appearance that does not convey security. After all, it is possible to access a similar product very quickly and effectively.
The first impression is what counts the most for the user and it is unlikely that he will return if the experience is not positive from the first second. In addition, it is from this reference that he will create the company’s image.
For this reason, usability tests and user journeys are so important and must be aligned with the persona of the product. This is a guarantee that all professionals involved in the project have the knowledge and understand the user’s wishes and pains. As a result, the possibility of providing a good experience ends up becoming higher.Conclusion
It’s important to keep the halo effect in mind as you are planning sites, designing flows, defining key performance indicators (KPIs), and measuring your site because drop-offs at any one point in your users’ experience may indicate a poor first impression via design, content, site performance, and so on.