Clothing Choices Drive Perceptions of Competence

Perception
Written By Sameer Zavery

Across nine studies summarized in the journal Nature: Human Behaviour, DongWon Oh, Eldar Shafir and Alexander Todorov found that the same faces were rated as more competent when paired with more affluent-looking clothing choices. The effect appeared after exposures as short as 129 milliseconds and persisted even after participants were instructed to ignore the clothing, given information about the person’s qualifications and income, or even offered money to make judgements without taking clothing into account.

In other words: Before they even realize it, observers are being influenced by clothing markers into assessing someone’s talent or qualifications, independent of actual ability.

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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.

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Perception is Driven to a Large Extent by Attire