Research conducted for Brother Europe, when it was promoting its new A3 printer range across Europe, seems to prove that.
Professor Richard Wiseman, a leading human behaviour psychologist and author of; “:59 seconds. Think a little Change a lot”, carried out the research and he found that in “Dragons’ Den-style” pitch scenarios, businesses using A3 marketing materials appeared ‘significantly bigger, more successful and professional’ than those using standard A4 prints.
Moving from size to weight, in a paper published by researchers at MIT, Harvard and Yale universities; “Incidental haptic sensations influence social judgements and decisions” it appears that our sense of touch (the haptic impressions) also influences our thoughts.
They asked people to scrutinise a job candidate by looking at a resume placed on either heavy or light clipboards. The people using heavy clipboards viewed the candidate as possessing a more serious interest in the job and as more likely to succeed than those holding a light clipboard. They conclude that; “First impressions are liable to be influenced by one’s tactile environment”.
They say that understanding how the tactile environment influences perception could be relevant in; “almost any situation where you are trying to present information about yourself or attempting to influence people“.
My colleague and I have always advised candidates to use heavy-duty paper for their CVs and covering letters rather than 70/80 gm supermarket special photocopy paper. This was based on creating a good impression (because first impressions count) but now it seems it’s not just how good it looks but how heavy.
As the researchers say; “physical experiences are mentally tied to metaphors …. when you activate something physically it starts up the metaphor related to that experience in people’s heads” eg heavy = solid, reliable, serious, and so on.
And next time someone puts a clipboard into my hands ….