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The Halo Effect: How design and perception boost sales

14th June 2023

3-minutes read

In a competitive marketplace, we all strive to differentiate ourselves to attract customers and drive sales. One psychological phenomenon that significantly impacts consumer behavior and purchase decisions is the ‘Halo Effect’. This cognitive bias, fueled by design and perception, can play a substantial role in increasing sales and the overall success of a brand.

What is the Halo Effect?

The Halo Effect refers to the tendency for individuals to form an overall deeper positive impression of a person or brand based on a single positive trait or characteristic. In business terms, it means that experiencing a positive experience of one aspect of the business, creates a positive view of another aspect to the business that the person may never have previously experienced.

The power of design:

Design plays a crucial role in shaping consumer perception and triggering the Halo Effect. Professionally designed products or a well presented service based business are always associated with quality and expertise. i.e this business knows what they are doing. In a sense, we all judge a book by its cover. We are more likely to look favourably on the business as a whole if our intial impressions are positive.

Aesthetic appeal: People are naturally drawn to visually appealing designs. When a product is visually pleasing, it captures attention and generates positive feelings. Well-designed packaging, point of sale or a reliable, easy to use website creates a sense of desirability, which can influence consumer perception and increase the likelihood of purchase.

User experience: It’s not just about aesthetics however; the Halo Effect also encompasses functionality and usability. A seamless user experience with a intuitive interface contribute to the perception of a high-quality product. When consumers have a positive experience with a website for example, they are more likely to associate it with superior quality and value.

Brand identity: Consistent and visually appealing brand design builds brand recognition and establishes credibility. Consumers who recognize a brand as having a well-designed identity in line with their brand values are more likely to perceive it positively across its entire services or product portfolio.

Leveraging design and perception for sales:

To harness the power of the halo effect and drive sales, you can take the following steps:

Consistency in branding: Establish a cohesive and visually consistent brand identity across all touchpoints. Consistency helps reinforce positive perceptions and builds trust and recognition among consumers.

Emphasise user experience: Pay attention to the usability and functionality of your services, products or website. Conduct user testing and modify designs based on feedback to ensure a seamless, positive experience for your customers.

Effective marketing communication:  Communicate your unique value proposition and incorporate well-designed visuals and messaging in marketing materials to create a positive first impression to highlight the quality and attention to detail that goes into your business or service.


In today’s competitive market, leveraging the halo effect through design and perception is a powerful strategy to drive sales and ensure the success of your business and brand.

Want us to help you harness the power of the halo effect and drive more sales? Get in touch for a free no obligation brand audit on 01332 331 332.

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Mark Wilde

Mark Wilde

Creative Director

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