Never mind the quality feel the width

When it comes to impressing potential partners, size really does matter.

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 ….

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