Appearance-Based Impressions Drive Real Outcomes

Written By Sameer Zavery

Todorov et al. (2005), published in Science, showed that appearance isn't just a bias — it has measurable real-world consequences. Inferences of competence based solely on facial appearance predicted the outcomes of U.S. congressional elections better than chance — correctly calling 68.8% of Senate races in 2004 — and were linearly related to the margin of victory. These inferences occurred within a one-second exposure to candidates' faces.

In other words: if a one-second glance at a face can predict an election, imagine what a poorly dressed executive communicates to a client, investor, or board member in the first moments of a meeting.

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Sameer Zavery

Sameer is an award-winning multi-disciplined design director who is in great demand by clients seeking high-end design and an unwavering commitment to their project. His ability to move seamlessly between the screen, print and web, creates consistent and fully-immersive brand experiences. From large format multi-screen productions to pixel-perfect app iconography, Sameer understands the full spectrum of todays digital design deliverables. With an international background and a passion for traveling, his design solutions have a global perspective that are both unique and relevant to todays worldwide trends. Whether you are looking for a refresh, a completely new identity or want to build on an existing brand, Sameer has the experience and hands-on skills to get you there.

https://astralize.design
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Clothing Choices Drive Perceptions of Competence