If you’re reluctant to get a new business portrait because you think you don’t have the looks of a movie star, then science is on your side.
A 2013 Princeton University study (link to PDF) found that a person with average facial appearance is perceived to be more trustworthy than someone with above-average looks. In fact, the perceived trustworthiness of a less than average-looking person was found to be about the same as for a very attractive person.
. . . we found consistent evidence for the notion that face typicality is an important determinant of perceived trustworthiness . . .
We’re also more attracted to average-looking faces. Many thousands of years of evolution have hardwired us to prefer average looks. Remember that most actors and models are only average looking (link to PDF) and they just have better stylists than the rest of us :-)
To add a bit of confusion: while we may be attracted to average, that doesn’t mean attractive is always average (link to PDF).
A business headshot should not make you look like a magazine cover model. You don’t want a “beauty shot” because it will work against you. Some photographers get this wrong.
The purpose of a business portrait is to show potential customers that you’re trustworthy, friendly and competent. A smart photographer understands the psychology involved.
Instant Impression
Two other Princeton studies (1 and 2) (links to PDF) found that people make a judgment of someone’s trustworthiness, competence and likability about 100 milliseconds after viewing that person’s headshot. Longer viewing times didn’t change their opinion but only strengthened their confidence in their first impression.
Our brain’s facial recognition is, by necessity, nearly instantaneous. Your business portrait has to make the right statement immediately because there’s no second chance.
A 2014 Princeton study (link to PDF. Short version here.) confirmed that slight variations in facial expression can cause very different first impressions. But you probably already knew this:
• Smile with eye contact => competent and trustworthy.
• No smile with eye contact => police mugshot.
• Wide-eyed stare and crazy grin => psychopath.
• Chin too far up => aggressive, arrogant.
• Chin too far down => lack of self-confidence.
Your business portrait photographer has to understand the psychology of posing.
Science has also shown that eating fruit and vegetables high in carotenoids will give your skin a subtle but noticeable sun-kissed glow. Studies have concluded that this “glow” will make you appear nicer, healthier and more attractive but only in headshots.
So if you’re typical-looking, can smile a little bit, eat fruits and vegetables, and you use a competent photographer, then you’re the perfect candidate for a successful business portrait. Easy, right?
